Just how bold can businesses get in their quest for viral fame? We’ve compiled an interesting inventory to showcase just that.
Crafting an advertisement that sticks in the minds of consumers is no walk in the park nowadays. With a plethora of platforms, brands must dare to be different, or face getting lost in the deluge of ordinary.
Delving into the contentious isn’t always a walk in the park; one false step can have a brand backpedaling fiercely.
We’ve seen a veritable parade of ads gone awry – from tone-deaf humor and insensitivity toward race, to anti-national sentiments and imperfect portrayals of physical fitness. Here, we distill the top twelve campaigns that certainly got people talking – for better or worse.
12) Dettol Decides Murderers Are ‘Clean’ Consumers
Welcome to the bizarre and the questionable.
In a curious twist, Dettol once marketed its cleaning products as the ideal solution for post-homicide cleanups of the bloody aftermath. Rather mystifying, right?
We’re fairly certain that contract killers aren’t scouring ads for clean-up tips, and yet, Dettol’s ad seemed to think otherwise. How the team nodded through this morbid messaging is anyone’s guess.
11) KFC Fumbles and Swears By It
In a regrettable hiccup in 2018, KFC faced the ironic plight of a chicken shortage. The brand’s response? A cheeky ad spelling out ‘FCK’ in chicken bucket letters.
Although it tickled the funny bone of many, some customers found the gag in poor taste. They voiced more outrage over the ad than the shortage itself – irony at its finest.
10) Bristol Dry Gin’s Social Misstep
Riding the wave of social movements without tact can be dismal, as Bristol Dry Gin demonstrated.
The UK-based gin producer landed in hot water for a tweet that not only trivialized serious protests but incited misuse of their product as an incendiary. A rapid retraction followed, but not without the brand feeling the sting of consumer backlash first.
9) Reebok Blunders with a Questionable Call to Action
Reebok’s tagline on German billboards in 2012 was less ‘motivational speech’ and more ‘guide to poor life choices’.
Encouraging infidelity over missed gym sessions didn’t resonate well with the audience, to say the least. The company’s swift retraction and mea culpa did little to mediate the fallout.
8) WWF’s Catastrophic Comparison
WWF’s well-meant environmental pitch juxtaposed 9/11 footage with the Boxing Day Tsunami in 2008. It was perceived as a disastrous misstep, as critics excoriated the organization for seeming to commoditize tragedy as a means to shed light on environmental disasters.
7) PureGym’s Unfortunate Historical Parallel
What do challenging gym routines and historical atrocities have in common? PureGym inadvertently connected the two in a distasteful Facebook post that landed them in a heap of trouble. The brand quickly learned that sensitivities towards certain historical atrocities are better off respected, not exploited for engagement.
6) Protein World’s Misguided Beauty Standards
In 2015, Protein World’s ad in London’s underground hit a nerve, sparking vandalism and spoofs. Following social media uproar, the brand’s lackluster response and derogatory name-calling only added fuel to the fire. The ASA clamped down, but the company smugly banked on notoriety for turnout.
5) Burger King’s Twisted Twitter Test
The art of provocative social media can backfire, as evidenced when Burger King’s tweet was read at face value. Flippant remarks out of context can wreak havoc, and Burger King learned this the hard way.
4) Nivea’s Tone-Deaf Tagline
Sometimes, red flags go unnoticed, as in the case of NIVEA’s ill-considered ad that sported potentially racist undertones. What could’ve been an innocent product feature turned into a controversial slogan that had them scrambling to make amends.
3) Nike Stirs the Pot with Kaepernick’s Comeback
Introducing socially charged figures like Colin Kaepernick in ad campaigns is audacious, to say the least. Nike’s 2018 campaign was no exception, steering the brand into tempestuous waters. The outcome? Burning sneakers versus soaring sales. If this was a chess move, it was certainly bold, and perhaps brilliant.
2) McDonald’s Misguided Mourning Message
There’s a fine line between emotive storytelling and exploitation – a line McDonald’s crossed in 2017. An attempt to humanize a menu item through a tale of loss and connection resulted in unpalatable public relations.
1) Pepsi’s Infamous Peace Offering
Pepsi’s legendary misfire starring Kendall Jenner was an astounding miss. Simplifying societal struggle into a soda can exchange was juvenility at its peak. The brand retracted in record time amidst the uproar.
If you have thoughts on our lineup or think we’ve overlooked a critical gaffe, don’t hesitate to reach out to us with your insights.
