10 Brands with Advertising Campaigns that Backfired

Advertising campaigns are a crucial aspect of brand building, but sometimes, they can go terribly wrong. Here are ten notable examples of advertising campaigns that backfired, leaving a lasting negative impact on the brands involved.

## Deceptive or Misleading Campaigns

1. Volkswagen’s "Clean Diesel" Scandal: In the 2010s, Volkswagen launched a campaign promoting its diesel vehicles as environmentally friendly. However, it was later revealed that the company had installed software in its vehicles that allowed them to cheat on emissions tests. This deception led to a massive scandal, damaging Volkswagen’s reputation and costing the company billions of dollars in fines.

2. Subway’s "Footlong" Controversy: Subway claimed that its 12-inch "footlong" sandwich was 12 inches long. However, a lawsuit alleged that the sandwiches were actually shorter than advertised. This led to a settlement, where Subway had to pay a penalty and change the way it measured its sandwiches.

3. British Gas’s "Boiler Breakdown" Ad: British Gas ran an ad that promised a free boiler replacement to customers who experienced a breakdown. However, the ad used a misleading image of a couple smiling beside a replacement boiler. In reality, customers often faced long wait times for replacements and had to pay additional fees.

## Offensive or Insensitive Messaging

4. Pepsi’s "Live For Now" Ad Featuring Kendall Jenner: In 2017, Pepsi released an ad that showed Kendall Jenner leaving a photoshoot and joining a protest march. The ad was widely criticized for trivializing the Black Lives Matter movement and appropriating its imagery for marketing purposes.

5. Dove’s "Real Beauty" Campaign: Dove’s "Real Beauty" campaign aimed to promote body positivity. However, one ad featured a woman removing a darker-skinned woman’s shirt to reveal a lighter-skinned woman underneath. This was interpreted as reinforcing stereotypes about skin color and body image.

6. Nike’s "Dream Crazy" Ad Featuring Colin Kaepernick: Nike’s ad featuring Colin Kaepernick, the NFL quarterback who kneeled during the national anthem to protest racial injustice, sparked outrage from some customers. The ad was accused of being disrespectful to the American flag and the military.

## Poorly Executed Advertising Strategies

7. Burger King’s "Subservient Chicken" Campaign: Burger King’s "Subservient Chicken" campaign featured a website where visitors could control a chicken puppet to perform various tasks. The campaign was intended to be humorous, but it was seen as disrespectful to animals and animal rights activists.

8. McDonald’s "You Deserve a Break Today" Campaign: McDonald’s "You Deserve a Break Today" campaign was intended to highlight the convenience and value of McDonald’s meals. However, the ad featured a family sitting together at a table, which did not reflect the reality of many McDonald’s customers.

9. Bud Light’s "Dilly Dilly" Campaign: Bud Light’s "Dilly Dilly" campaign featured a group of medieval knights saying "dilly dilly" in various situations. The campaign was intended to be memorable, but it was criticized for being repetitive and annoying.

## Unforeseen Consequences and Backlash

10. United Airlines’ "Bumped" Video: United Airlines released a video that showed a passenger being violently dragged off a plane. The video went viral and sparked outrage on social media. This led to a massive public relations crisis and a decrease in passenger trust in United Airlines.

11. PepsiCo’s "Quaker Oats" Commercial: PepsiCo’s "Quaker Oats" commercial featured Aunt Jemima, a character based on a racial stereotype. The commercial was seen as insensitive and offensive, leading to a petition to remove Aunt Jemima from all Quaker products.

12. Goya Foods’ Support of Trump: Goya Foods’ CEO publicly praised then-President Donald Trump, which led to a backlash from customers and calls for a boycott of the company. This showed the potential risks of aligning a brand with a polarizing political figure.

## Ethical or Legal Violations

13. Volkswagen’s "Dieselgate" Scandal (Ethical Violation): Volkswagen’s diesel emissions scandal was not only deceptive, but also an ethical violation. The company intentionally misled the public about the environmental benefits of its vehicles.

14. GlaxoSmithKline’s Bribery Case (Legal Violation): GlaxoSmithKline was fined for bribing doctors to prescribe its drugs. This was a clear violation of the law and damaged the company’s reputation.

15. Johnson & Johnson’s Talcum Powder Case (Legal Violation): Johnson & Johnson was found liable for failing to warn consumers about the risks associated with its talcum powder products. This led to a massive verdict against the company.

## Damage to Brand Reputation

The brands mentioned above suffered significant damage to their reputation as a result of their advertising campaigns. These campaigns undermined customer trust, alienated target audiences, and ultimately led to a loss of revenue. It is crucial for brands to carefully consider their advertising strategies and ensure that they align with their values and the expectations of their customers.

Originally posted 2023-06-13 04:31:09.