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Still the Ice Tea of peach that, after all, will not end. Coca-Cola, Burger King or Adidas have examples that are not to repeat.
It was the fastest resurrection in history, probably: on Tuesday the Lipton the end of the peach Ice Tea; On Wednesday announced that it was one.
Probably the Portuguese were already more suspicious because, a few months ago, the Oreo Said but 12 days later, already.
Now Lipton claimed that it was on April 1, the day of the lies. When we are still in March. Was it just a joke? A way to draw attention to your product? Is a way to understand if the Ice Tea of peach is desired by many people?
Whatever the right answer (which may not even be any of these), This “joke” can end very badly.
O marketingFor the result, it has to be well planned and well realized – otherwise it is viral for the wrong reasons and can give rise to a generalized boycott of the brand or company.
An error of marketing It can destroy any mark.
We squeezed the lists of and to discover 10 campaigns of marketing that ran badly. Or very bad, sometimes.
Pepsi
More precisely, the famous ad with Kendall Jenner. In 2017, the model leaves a photo shoot and joins a demonstration that brings together people of various races, religions and sexual guidance that fight for equality; Then, of course, it offers a Pepsi to one of the police. But for many, the announcement was insensitive, disadvantaged from reality. What’s more, there was a white supermodel to play a black man in a manifestation against racism. It was a trivialization of the Black Lives Matter movement for many. It looked like a fun party, not a serious matter. The announcement was canceled, taken from circulation. Lasted less than 24 hours.
Gap
Here was a matter of redesign, of changing the look. It happened in 2010, when the blue background with white letters was replaced by almost bottomless black letters, with only a small blue square. It was the biggest mistake in the history of brand redesign in the fashion niche: the elegant, exclusive and young style was replaced by a style where typography, the typology did not convince. Basic, neutral, without strength. It seemed like a lucky look, with a dispensable gradient. The new design lasted… 6 days. It gave a loss of about 100 million euros this week.
Burger King (I)
“Ok Google, What is in the Whopper Burger?” – The phrase became famous in 2017 and it was an attempt for the consumer to go to Wikimedia right away, thanks to the “OK Google” command to see what the Whopper Burger was. Detail: Wikimedia lives on users’ contributions. When the ad appeared, the description was right on that online encyclopedia. But soon after there were descriptions such as “It is Burger King’s worst hamburger,” or “has been resumed, including resizing and changes in bread, but remains much lower than Big Mac.”
Burger King (II)
2021, Women’s Day: “Women’s place is in the kitchen.” This was the tweet that soon generated controversy, obviously. But shortly thereafter, a second publication: “… Only if they want to. And soon after, the announcement of new bags to help women form in gastronomy. It would be a way of drawing attention to inequality and discrimination; only 20% of chefs were women. Many users have not even passed the first tweet, they didn’t read the rest. for being erased.
Adidas
In 2017, Adidas, official sponsor of the Boston Marathon, wanted to congratulate participants for crossing the goal at that world -known event. They sent an email with the title “Congratulations on surviving the Boston Marathon.” Survive. It is that in 2013, the Boston marathon was the target of an attack near the goal and three people died due to the explosion of two bombs. To make matters worse, at least two survivors of the 2013 attack participated in the 2017 marathon.
Audi
A bride and a groom, almost marrying. But the groom’s mother begins to inspect the future daughter -in -law, as if it were the inspection of a car. And then an Audi appears: “An important decision must be made carefully,” he hears. The idea would be to promote their used used cars. But this 2017 announcement was seen as a way to associate women with an object. The ad disappeared.
American Airlines
At question the “Aairpass”, a package that offered unlimited first -class air trips for a fixed rate of $ 250,000. This was not the announcement that it was a failure, or that offended someone – is that the package was really unlimited, lifelong… and originated serious damage. American Airlines began to lose millions of dollars a year in that 1980s: because Aairpass holders actually started taking advantage of this news. To try to retreat, there were even cases in court. That is, in addition to financial losses, irritated customers appeared later.
Bloomingdale’s
Christmas 2015: Bloomingdale’s published an ad showing a well -dressed man looking at a woman laughing and with her head turned; In the caption: “Put spices in your best friend’s gem when he’s not looking.” It seemed to encourage the violation. And it was… Christmas. The company could no longer erase because it was a paper ad, it was already spread.
Dove
Again 2017 (it was a complicated year): three women, all of different races, each to take a t-shirt to show the next woman. To show diversity that each woman is entitled to Dove products to treat her body. A video of a few seconds… that must have originated millions of criticisms: there were those who look at that and see a black woman to turn into a white woman after using Dove’s liquid soap-that is, the black woman would be less clean than the white woman. When the boycott spread, Dove soon deleted the publication.
Coca-cola
Since we opened with Lipton, we closed with Coca-Cola. We were in an era of evident trade war between Coca-Cola and Pepsi. The “New Coke” in 1985 was a drink that had the mild and sweet taste of Coca-Cola Diet, but with a special sweet touch of corn syrup. Consumers hated. Coca-Cola received 400,000 calls from furious customers. Quickly the old formula came back.
Nuno Teixeira da Silva, Zap //
