Buzz
In the fast-moving world of marketing, companies are always looking for ways to make their campaigns stand out and go viral. However, in their pursuit of attention, some campaigns take a wrong turn, sparking anger instead of admiration.
These are not just minor PR blunders—these campaigns ignited global controversy, triggered debates on social matters, and forced companies to reconsider their strategies. Here are ten advertising campaigns that flopped in a big way.
10. Pepsi's “Live for Now” Protest Ad (2017)
Pepsi's 2017 “Live for Now” commercial featuring Kendall Jenner quickly became a textbook example of how to fail when trying to leverage social movements for marketing. The ad portrayed Jenner leaving a photoshoot to join a protest, where she ultimately hands a Pepsi to a police officer, supposedly easing the tension between the demonstrators and law enforcement. The attempt to link the brand with activism was met with outrage, as many saw it as minimizing serious issues, particularly the Black Lives Matter movement.
The ad featuring Jenner, a white supermodel handing a soda to a police officer in an attempt to ease tensions during a protest, was seen as deeply out of touch. Many criticized it for oversimplifying the serious issues faced by marginalized groups in their encounters with law enforcement. Social media erupted with memes and backlash, leading Pepsi to withdraw the ad just a day after its release. Despite an apology, the controversy continued, and the campaign became a lasting symbol of corporate tone-deafness.
Heineken’s 2018 commercial for its light beer, with the slogan 'Sometimes, Lighter Is Better,' stirred controversy. The ad depicted a bartender sliding a Heineken Light bottle past multiple people of color before it landed in the hands of a lighter-skinned woman. Intended to highlight the beer’s low-calorie feature, the ad quickly sparked accusations of racial insensitivity.
The campaign's tagline, 'Sometimes, Lighter Is Better,' along with its imagery of a bartender serving a light beer to a lighter-skinned woman, provoked backlash, with critics accusing Heineken of promoting a preference for lighter skin. Despite the company's insistence that the message was about the beer's calorie content, the ad was pulled, and an apology was issued, but the damage to Heineken's image had already been done.
Prominent figures like Chance the Rapper weighed in on the racial undertones of Heineken's 2018 ad. The phrase 'lighter is better' was seen as reinforcing harmful stereotypes about skin color. Although Heineken defended its commercial, the public's reaction was strong enough to lead to the ad’s removal and a public apology. The brand’s reputation was tarnished beyond repair, despite their best efforts to clarify.
In 2018, Dolce & Gabbana’s Chinese ad campaign sparked outrage after it featured a Chinese model struggling to eat Italian food with chopsticks. The offensive portrayal was perceived as racist, with critics accusing the brand of cultural insensitivity and ignorance. The backlash was so intense that Dolce & Gabbana had to cancel the campaign and issue an apology.
Dolce & Gabbana's 2018 ad campaign was meant to celebrate the blend of Italian and Chinese cultures in anticipation of a Shanghai fashion show. However, the campaign immediately drew criticism for depicting a Chinese model struggling to eat Italian food with chopsticks. Critics accused the brand of perpetuating racial stereotypes and trivializing Chinese culture, leading to widespread outrage.
The controversy worsened when alleged racist remarks from co-founder Stefano Gabbana surfaced online, igniting even more public anger. In response, Chinese celebrities openly distanced themselves from the brand, and Dolce & Gabbana's highly anticipated Shanghai runway show was called off. Despite apologizing, the luxury brand faced severe damage to its reputation in China, a crucial market for high-end goods. Dolce & Gabbana has since faced difficulty in recovering its standing in the region.
Peloton, the luxury fitness brand, faced backlash after airing a 2019 holiday commercial featuring a husband giving his wife a Peloton bike for Christmas. The ad tracked her fitness journey throughout the year, meant to highlight empowerment and personal growth. However, many viewers perceived it as sexist and tone-deaf, as the woman, already fit, seemed pressured to maintain her appearance for her husband’s approval.
Social media was flooded with memes mocking Peloton’s ad. Critics argued that it reinforced harmful gender stereotypes, suggesting the wife was anxious about meeting her husband's expectations. The backlash had a financial impact, with Peloton’s stock value dropping, and the company spent weeks trying to manage the PR crisis. While Peloton defended the ad’s original intent, it acknowledged that it missed the mark with its audience.
The controversy surrounding Peloton’s 2019 holiday ad, which many perceived as reinforcing problematic gender norms, continued to haunt the brand. As social media buzzed with criticism, Peloton's stock dropped and the company found itself in a PR nightmare. Although they stood by the message of personal empowerment, the backlash made it clear that the ad had not resonated as planned.
In 2019, Gillette unveiled its 'The Best Men Can Be' campaign, which took a strong stance against toxic masculinity. The ad encouraged men to challenge harmful behaviors like bullying, sexual harassment, and sexism, aligning itself with the #MeToo movement. It showcased men stepping up to stop inappropriate actions and promoting positive role models. While the campaign received praise for addressing an important social issue, it also ignited considerable backlash.
Gillette’s 2019 commercial faced criticism from many who felt that the brand was unnecessarily lecturing men on their behavior. The ad was seen as politically charged, leading to calls for boycotts and accusations that it unfairly portrayed all men as being complicit in toxic actions. Despite the heated response, Gillette remained firm in its support of the message. However, the polarizing reaction underscored the challenges brands face when they engage in sensitive social and political matters.
Critics of the Gillette ad argued that it alienated the brand's core demographic by presenting a moral lecture. The backlash grew as some viewers accused the ad of politicizing an issue and generalizing men as perpetrators of toxic masculinity. Although Gillette maintained its stance, the controversy highlighted the risks brands face when addressing contentious issues.
In 2018, H&M sparked outrage after releasing an ad that showed a Black child wearing a hoodie labeled 'Coolest Monkey in the Jungle.' Given the use of 'monkey' as a derogatory term historically directed at Black individuals, the ad was widely condemned for its insensitivity. Social media erupted with criticism, accusing the brand of reinforcing harmful racial stereotypes.
H&M's controversial ad, which featured a Black child wearing a hoodie that read 'Coolest Monkey in the Jungle,' drew widespread condemnation in 2018. The use of 'monkey,' a term often used as a racial slur against Black people, sparked outrage on social media. Critics accused the retailer of perpetuating offensive and harmful stereotypes, leading to a massive public outcry.
After the controversial ad aired, various celebrities, including The Weeknd, distanced themselves from H&M, prompting widespread calls for boycotts on social media. The company quickly removed the ad and apologized publicly, acknowledging their failure to consider the cultural implications. Despite their swift action, the incident sparked an important debate about the lack of diversity and cultural awareness in advertising.
4. Nivea's 'White Is Purity' Campaign (2017)
In 2017, Nivea launched an ad campaign in the Middle East that showcased a white woman in white attire with the tagline 'White Is Purity.' Intended to promote the brand’s deodorant, the ad immediately ignited outrage online. The combination of imagery and messaging was widely criticized for reinforcing racist ideas and outdated beauty standards.
Social media users quickly highlighted the problematic nature of equating purity with whiteness, and the backlash spread rapidly. Nivea responded by pulling the ad and issuing an apology, claiming that it was never their intention to offend. Nevertheless, the controversy underscored the importance of cultural sensitivity in marketing campaigns.
3. Burger King's 'Women Belong in the Kitchen' (2021)
On International Women’s Day 2021, Burger King UK launched a campaign aimed at raising awareness of the gender inequality in the culinary world. The campaign’s headline, however, read ‘Women belong in the kitchen,’ a statement that sparked immediate backlash. Although the tweet was meant to spotlight the gender disparity in the restaurant industry and promote scholarships for aspiring female chefs, many people interpreted it as a sexist remark.
The response was quick and intense, with social media users criticizing Burger King for using such an insensitive phrase, especially on a day dedicated to celebrating women’s accomplishments. Despite the brand swiftly removing the tweet and issuing an apology, the controversy overshadowed the campaign's original message of advocating for women in the culinary profession.
2. Kendall Jenner’s ‘Fyre Festival’ Promo (2017)
Kendall Jenner, alongside other prominent influencers, found herself caught in the Fyre Festival debacle after promoting the event on Instagram. Marketed as a luxurious music festival in the Bahamas, the event turned out to be a disaster, with attendees arriving to find poor conditions, inadequate food, and no performances. Jenner, who was reportedly paid $250,000 for a single Instagram post, faced significant criticism for endorsing what turned out to be a fraudulent event.
As the full extent of the festival's failure became clear, Jenner and other influencers were criticized for promoting the event without verifying its legitimacy. The ensuing backlash led to lawsuits against the festival’s organizers and turned the situation into a cautionary tale about the risks associated with influencer marketing.
1. Gap’s ‘Love for All’ Ad (2017)
Gap’s 2017 ‘Love for All’ campaign aimed to celebrate diversity and inclusivity, but a single image from the ad sparked widespread criticism. The image showed a group of children from various racial backgrounds, yet viewers were particularly upset by the sight of a white child placing their arm on the head of a Black child. Many argued that the image perpetuated racial stereotypes and conveyed an uncomfortable power dynamic.
The backlash was immediate, with accusations of insensitivity and poor judgment directed at Gap. The company quickly removed the image from its advertising and issued an apology, explaining that their intention was to promote unity, not division. Despite these efforts to make amends, the incident highlighted the critical importance of careful and thoughtful representation in advertising.
