Buzz
Even the most dominant companies in their industries face failures. From poorly received Halloween-themed items to bizarre products that stray far from their core offerings, these 10 examples highlight how ambitious ventures can sometimes lead to embarrassment.
10. Tesla: Cybertruck
Elon Musk, the visionary behind Tesla, is a multifaceted entrepreneur, engineer, and industrial designer transforming both terrestrial and space travel. Founded in 2003, Tesla's mission was to produce eco-friendly electric vehicles. The company's revenue skyrocketed from $204.24 million in 2011 to $21.46 billion in 2018. However, the journey hasn’t been without its challenges.
While not a total failure, the Cybertruck had a notably awkward moment during its 2019 unveiling. Tesla claims the Cybertruck is designed for “ultimate durability and passenger protection,” featuring Ultra-Hard 30X Cold-Rolled stainless steel and shatterproof armor glass. Yet, during the demonstration, the glass shattered, leaving a memorable impression.
During the 2019 Cybertruck unveiling, Elon Musk kicked off the durability test by striking the vehicle's body with a sledgehammer. Following this, a large metal ball was hurled at the supposedly unbreakable armor glass. Lead designer Franz von Holzhausen attempted this twice, and both times the windows shattered. Musk acknowledged the need for improvement, attributing the failure to an invisible crack caused by the sledgehammer.
9. Apple: Macintosh TV
Founded in 1976 by Steve Jobs and Steve Wozniak, Apple began with a vision to create compact computers for homes and offices. Their efforts transformed into a global empire. Today, Apple boasts iconic products like the iPhone, iPad, and Mac computers, with revenues soaring from $8 billion in 2004 to over $270 billion in 2020.
Despite Apple's reputation for innovation, not all their products have been successful. The Macintosh TV, a hybrid combining a TV and a Mac computer, was one such misstep. Launched in October 1993, it was plagued by high costs, insufficient storage, and missing standard video output ports, leading to its discontinuation by February 1994.
8. Coca-Cola: Diet Coke Plus Green Tea
Established in 1892, The Coca-Cola Company stands as one of the globe's leading producers of non-alcoholic beverages. They pioneered the use of recycled materials for bottles and introduced the six-pack concept in 1932. Despite their success with numerous flavor innovations, not every product has achieved worldwide acclaim.
Although primarily a soda company, Coca-Cola ventured into health-conscious markets with their Diet Coke Plus range. One notable product, Diet Coke Plus Green Tea, debuted in Japan in 2009, aiming to capitalize on the health benefits of tea antioxidants, which are known to combat inflammation and reduce cancer risks.
With Japan's green tea consumption exceeding 600 grams per person annually, the market seemed ideal. However, the product's flavor failed to resonate, preventing its global expansion, including entry into the United States.
7. Colgate-Palmolive: Kitchen Entrees
A brand's success in one area doesn't guarantee success in another. Colgate-Palmolive learned this lesson in 1964 with their test launch of Colgate Kitchen Entrees. Aiming to enter the $4.2 billion convenience food market, the company introduced dried chicken and crabmeat entrees. However, consumers associated Colgate with personal hygiene, not meals, leading to the product's failure and eventual discontinuation.
As of 2021, Colgate-Palmolive ranks as the world's second-largest personal care brand, boasting a brand value of $17.4 billion. Focusing on toothpaste and toothbrushes has clearly been a strategic success.
6. Burger King: Halloween Whopper
Burger King, like its rival McDonald’s, has had its share of culinary missteps. In 2015, the Halloween Whopper, featuring a black bun to match the spooky season, caused an unexpected stir. Customers reported green bowel movements the day after consumption, overshadowing any discussion of the burger's flavor.
The Halloween Whopper was discontinued the following year. The green stool phenomenon was attributed to food coloring, which the body doesn’t fully absorb. When blue or purple dyes mix with yellow-green bile, the result is often green feces.
5. BMW: The M1
Bayerische Motoren Werke AG, or BMW, is a renowned German automotive and motorcycle manufacturer established in 1916. Today, it dominates the global luxury car market. Despite a decline in car sales during the COVID-19 pandemic, the company generated €99 billion in revenue in 2020.
While BMW is celebrated for its luxurious and dependable vehicles, its early attempts at supercars were less successful. In 1978, the M1 failed to challenge Porsche's dominance in European racing. At the 1979 Le Mans race in France, Porsche secured the top four positions, while the BMW M1 lagged behind in sixth place. Production of the M1 was limited, and the model was discontinued by 1982.
BMW hasn't abandoned its pursuit of supercars. In 2013, the company introduced the i8, a plug-in hybrid sports car that gained significant popularity, selling approximately 28,000 units by 2020. The i8 was discontinued that year, not due to poor performance but as part of the company's strategic decisions.
4. Amazon: Fire Phone
Amazon, a household name for online shopping, saw a surge in sales during the COVID-19 pandemic. The e-commerce giant offers a vast array of products, from retail goods to pantry essentials. In 2020, Amazon led the U.S. e-retail market with nearly $386 billion in net sales.
Amazon, led by Jeff Bezos, dominates e-commerce but stumbled with the 2014 Fire Phone. Priced at $200, the phone was overpriced, poorly designed for consumer needs, and entered a saturated smartphone market dominated by Apple and Android. With only 240,000 apps in the Amazon app store compared to Google Play's 1 million, the Fire Phone struggled to compete.
The Fire Phone's failure cost Amazon $170 million in unsold inventory within three months. Carriers like AT&T slashed prices, offering the phone for just 99 cents with a two-year contract within two months of its release.
3. Evian—Water Bra
Evian, a renowned mineral water brand founded in 1789 in Évian-les-Bains, France, became the first natural spring water imported to the U.S. and Canada in 1978. Despite its success in the water industry, its foray into other markets didn’t fare as well.
In 2005, Evian ventured into the clothing market with the Water Bra, designed to cool breasts during warm weather using mineral water-filled pads. The bra included a filter funnel for refilling and a pouch for a mini water bottle. Marketed as a body-toning, beach-ready product, it failed to gain traction and was quickly discontinued. Evian has since stayed out of the clothing market.
2. Frito Lay: Cheetos Lip Balm
Cheetos, created by Charles Elmer Doolin in the 1940s, became a flagship product for Frito Lay Inc. after its formation in 1961, generating $127 million in annual revenue. As a leading snack food brand, Cheetos dominated its market, making its venture into unrelated products puzzling.
While Cheetos are known for leaving cheesy residue on fingers, applying cheese-flavored lip balm was a step too far for consumers. Frito Lay's 2005 release of Cheetos Lip Balm was met with widespread criticism. One customer review described it as smelling like “moldy cheese” and failing to moisturize, leading to its swift discontinuation.
1. Donald Trump: Trump Steaks
Donald Trump, the 45th U.S. President, is renowned for his business ventures in finance and real estate. However, not all his endeavors succeeded. Among his failures was Trump Steaks, launched in 2007 and sold exclusively on QVC and the Sharper Image website. The latter, known for electronics and home goods, was an odd fit for food products, contributing to the steaks' failure. Sharper Image removed the product after just two months.
