Marketing campaign failure’s
In class we discussed a couple marketing and advertisement campaign failure’s. We discussed how some companies were quick to fix their failure’s, while others allowed the awkward failure’s to continue. One example that we went over in class was the McDonalds failure, when they promoted the hashtag #McDstories, which led to a bunch of interesting stories, to say the least. That hashtag probably did not held promote their company, in the way that they had imagined.
Anyways, ironically the day after we talked about that in class the “Kendall Jenner Pepsi” ad aired, which turned out to be another huge marketing failure. If you are not familiar with what commercial I am referring to, you can watch it here:
The commercial’s backlash was huge on social media and was accused of making light of the importance of protests, Black Lives Matter, social justice issues, etc. Pepsi’s intention was in theory good, but utilizing protest scenery to sell their product, did not go over well online.
Pepsi pulled the ad and put out a statement: “Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize,” Pepsi wrote in a statement on Wednesday. “We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”.
I am going to guess that whoever came up with that idea at Pepsi, might have gotten fired. Pepsi’s PR team acted quickly when they realized how their commercial was being perceived, minimizing the damage, but it is still surprising how huge companies like Pepsi could make a mistake like this. It is also cool to see the power of twitter and its influence in the public sphere. Most of the criticism happen on twitter and it was enough to make them pull the ad out of circulation.