Marketing stunts are high-risk, high-reward rollercoasters. But when they veer off the tracks, they crash and burn in spectacular fashion. (Think losing $8 BILLION!)
Today, we’re diving into the realm of marketing mishaps that cost companies not just money but also their reputation.
As Warren Buffett wisely quipped, “Learning from your mistakes is good, but learning from others’ is even better.” So, let’s explore some of the most epic marketing blunders of all time:
- Dove (2017) – The Body Wash Blunder
Dove’s attempt to promote body positivity backfired when they introduced differently shaped bottles of body wash. Instead of empowerment, it left many women feeling self-conscious. The cost? A staggering $10 million with an estimated loss of $200 million.
- New Coke (1985) – The Formula Fiasco
Coca-Cola’s experiment with a new formula for Coke didn’t sit well with consumers. The backlash was so severe that they had to return to the original formula, but not before losing a jaw-dropping $40 million and an estimated $2.4 billion in sales.
- Nike’s “Dream Crazy” Ad (2018) – The Kaepernick Conundrum
Nike’s ad featuring Colin Kaepernick, a former NFL quarterback blacklisted for kneeling during the national anthem, stirred controversy. With a cost of $20 million and an estimated loss of $3 billion, it was a risk that didn’t pay off, even drawing attention from the former U.S. President.
- Crystal Pepsi (1992) – The Clear Cola Catastrophe
Pepsi’s experiment with Crystal Pepsi, a clear cola, fizzled out quickly due to mixed reviews. The cost? $20 million and an estimated loss of $1.5 billion.
- Gillette’s “We Believe” Ad (2019) – The Toxic Masculinity Misstep
Gillette’s call for men to stand against toxic masculinity and be better role models was one of the most disliked ads on YouTube. It cost them $100 million and an estimated loss of a staggering $8 billion.
- McDonald’s Filet-o-Fish Burger (2017) – The Heartstring-tugging Mishap
This McDonald’s ad used the death of a boy’s father to sell a product, leading to public outrage. It cost them $285,000 and an estimated loss of $120 million.
- Audi: Chinese Wedding Commercial (2017) – The Bride Inspection Blunder
Audi’s ad faced criticism for objectifying women as it depicted a bride inspection during a wedding. The cost? $50 million with an estimated loss of $250 million.
- Always’ “Like a Girl” Ad (2015) – The Empowerment Oops
Always’ attempt at celebrating female empowerment came across as tone-deaf and trivializing gender inequality. The ad was pulled after just a few days, costing $5 million with an estimated loss of $1.55 billion.
- H&M’s Ad (2018) – The Coolest Monkey Controversy
H&M faced accusations of racism after an ad featured a black boy in a hoodie with the words “Coolest Monkey in the Jungle.” They apologized and pulled the ad, but it cost them $5 million and an estimated loss of $40 million.
- Heinz’s Green Ketchup (2000) – The Unappetizing Experiment
Heinz’s attempt to promote “Shrek” with green ketchup failed miserably due to its unappealing color. Costing $25 million, it resulted in an estimated loss of $100 million.
In the world of marketing, sometimes the riskiest bets don’t always pay off. These colossal marketing blunders serve as cautionary tales, reminding us all that even giants can stumble. It’s true what they say, learning from others’ mistakes can be the smartest move of all.
So, as you embark on your marketing endeavors, take heed and tread carefully, for in this unpredictable arena, the line between triumph and catastrophe can be as thin as a razor’s edge.
Credits: Erico Siu & Stéphanos Spyrou