Johann Hunt
Over the years, some popular brands have “unintentionally” made the huge blunder of releasing provocative ads that pushed consumers over the edge. Marketing missteps like Heineken’s controversial “Lighter is Better” ad and Coca-Cola’s “New Coke” fiasco serve as cautionary tales in advertising. Let’s look into some of the worst marketing mistakes ever!
Pepsi’s Kendall Jenner Ad (2017)
During the time when “Black Lives Matter” protests were heating up, it was obvious Pepsi didn’t get the memo. They released the Ad featuring Kendall Jenner. In the commercial, the celebrity handed a police officer a can of Pepsi amidst the heated protest. To many critics, the brand trivialized the protest.
Heineken’s “Lighter is Better” Ad (2018)
An outcry over racism forced Heineken to pull down a commercial line. In the advertisement, a bartender was seen sliding a beer past several people of color to a lighter-skinned woman, with the tagline “Sometimes, Lighter is Better.” The brand apologized and promised to promote unity through marketing.
The “New Coke” Fiasco (1985)
In 1985, Coca-Cola misjudged consumers’ loyalty to their classic soda by releasing a new formula. This was a huge marketing error in response to their declining market shares. The decision was immediately reversed as consumers expressed dissatisfaction with the new taste.
Dove’s Real Beauty Campaign (2017)
The Real Beauty campaign was an infamous Facebook ad of a black woman turning white after using Dove’s body lotion. It was embarrassing, coming from a brand known for helping women be themselves fearlessly. However, Dove apologized after the African American community, who called them out for being racist.
Burger King’s “Women Belong in the Kitchen” Tweet (2021)
The speed at which this marketing campaign went down in flames was laughable. The International Women’s Day tweet was meant to promote free cooking scholarships for female chefs but was met with outrage from the public. The poorly chosen wording appeared to be sexist and inappropriate.
Hoover’s Free Flights Fiasco (1992)
This is likely the costliest marketing mistake of all time. Hoover offered free flights with purchases over a certain amount but underestimated the demand, resulting in financial losses. It was certainly a free flight promotion that seemed too good to be true. Hoover spent six years in court due to this.
Microsoft’s Songsmith Ad (2009)
This marketing campaign video was so bad, it became an internet meme. The ad featured a family singing a hilarious song to advertise their newly released “Songsmith” software. According to comments on YouTube, some people were angry about wasting time watching such an out-of-touch marketing video.
Oprah’s KFC Giveaway (2009)
The brand partnered with Oprah Winfering, asking her to promote a new grilled chicken menu. On the show, viewers could download coupons that gave them access to free grilled chicken meals. Following this, consumers flocked to KFC outlets in thousands, leaving the brand overwhelmed by the demands.
Snapchat’s Rihanna and Chris Brown Ad
In an ad for a game called “Would You Rather?!,” Snapchat triggered a pop star. The ad asked users if they would rather “slap Rihanna or punch Chris Brown.” Rihanna took to her Instagram to criticize this for making fun of domestic violence. It was a terrible mistake that led to huge stock loss.
Calvin Klein’s Provocative Billboard (1995)
In 1995, Calvin Klein went under fire for an “Up-Skirt Ad” that perpetuated the objectification of women. On the billboard, a young model was seen in a suggestive pose that looked like an up-skirt shot. Eventually, the general public instantly accused the brand of encouraging such inappropriate content.
Apple’s U2 Album Giveaway (2014)
This marketing campaign was denounced for being invasive. The U2 album giveaway on iTunes did not consider user privacy and consent before automatically downloading the album on every user’s iTunes. This resulted in widespread negative reactions from Apple users in 2014.
Audi’s “Sexist” Wedding Commercial (2017)
Attempting to promote its properly inspected cars, Audi got it all wrong with their wedding commercial. Critics perceived the ad to be sexist as marrying a wife was compared to buying a car, thereby reducing the value of a woman to that of a vehicle. Audi later tendered an apology to their Chinese audience.
Bloomingdales’ Spiked Eggnog Ad (2015)
In a Christmas catalog advertisement in 2015, Bloomingdale was called out for publishing a holiday catalog that encouraged date rape. The print showed a smartly dressed man staring at a joyous woman with the tagline “Spike your best friend’s eggnog when they are not looking.” The brand later apologized for approving such an ad.
Gap’s Logo Redesign Fail (2010)
When Gap tried to change its 20+ years logo with a modern design, many consumers did not approve of the idea. The backlash was so bad that the brand turned to its old logo within six days. Gap’s attempt to crowdsource with consumer reaction was not enough to save the new logo.
Bud Light’s “Up for Whatever” Ad (2014)
The marketing of Bud Light’s can of beer triggered a lot of people as the ad was reported for encouraging rape culture. The idea was to tell consumers to be spontaneous and embrace unexpected experiences. However, the #UpforWhatever tag was quickly replaced with the #UpforConsent tag on the internet.
American Airlines “Free Fly” Promotion (1981)
American Airlines created a marketing drive tagged “AAirpass” that offered people unlimited first-class flights for life for a one-time fee. Customers heavily used the offer, resulting in massive financial losses. Critics tagged it as the most expensive mistake in aviation history.