Marketing is difficult, even for some of the world’s biggest brands. You can use all the data and analysis, but ultimately, the people make the decisions. Your well-thought-out commercial flopped? Happens. What about your social media campaign? No traction. We get it. Some of the most reputable companies across the world have fallen victim to what we call “epic marketing fails,” it’s just part of the game. Let’s discuss some of these examples and see if we can learn from them.
Coca-Cola’s ‘New Coke’ Flavor
Coca-Cola is so iconic that, surely, they’d never alter their revolutionary cola recipe, right? Wrong. In 1985, in the midst of a marketing war with Pepsi, Coca-Cola introduced what they called, “New Coke,” claiming its superiority in taste and popularity. However, when it finally went to market, customers absolutely hated it. A wise man once said…If it ain’t broke, don’t fix it.
Gap’s Logo Redesign
GAP is another longstanding brand with a loyal following. In 2010, GAP replaced its 20-year logo with a more modern and “sexy” variation. Needless to say, the new design was ill-received as consumers revolted, leaving a trail of GAP slander across numerous social media outlets. The change lasted just 6 days before it was reverted. The new logo was completely unprecedented and unnecessary, and fans let them know it.
Burger King’s Women’s Day tweet
On International Women’s Day in 2021, Burger King’s UK division tweeted out, “Women belong in the kitchen,” in an attempt to advertise a scholarship program designed to help women get degrees in culinary arts and reduce the gender gap in the restaurant sector. You can see how this marketing attempt came off as insensitive and sexist. Burger King later deleted the tweet and apologized for the mistake, clarifying their original purpose. So, while there weren’t any poor intentions, you must be wary of how consumers will perceive things before you release them.
We could go on and on reviewing marketing fail after marketing fail, but that’s not the point. Not everything you try is going to work—and that’s okay. It’s just part of the game. What really matters is how you respond, and more importantly, what you learn from it.
So, take notes: If it isn’t broken, don’t fix it. Know your audience, and think twice (maybe three times) before posting something spicy on social media. And for the love of all things branding—get a second opinion. Because if even Coca-Cola, Burger King, and GAP can fumble the ball… there’s hope for the rest of us.
At SJC Marketing, we’re a team of marketers who don’t believe in giving up. Sure, there are no guarantees in marketing—but we’ll keep testing, tweaking and trying until we get it right. Because failure might be part of the process, but settling? That’s not our style. Contact us today to learn more.