Marketing disaster- these two words say it all. Everyday we’re bombarded by millions and millions of ads, and outdoor panels, e-mail marketing and so on. In a sea of brands, everyone is trying to convince us that their product is the best and that we simply have to have, even if we don’t need it.
Sometimes their strategy is so poorly thought that it spells marketing disaster!
Marketing Disaster #1- New Coke
This mistake made by Coca Cola is probably the most quoted one when speaking of a marketing disaster, because of the fact that Coke committed two of the biggest marketing mistakes rolled into one: they didn’t think about the customers’ attachment to its brand and launched a new product just to keep up with Pepsi. Apparently, nobody thought that changing the original recipe was a good idea. Nobody but them. New Coke was on the market yet people wanted their Old Coke back. It went even so far that people were smuggling the Old Coke. So, Coca Cola decided to bring the product that made them the brand they were back to life. This marketing disaster had a happy ending, though. Sales sky-rocketed and Coca Cola waved Pepsi good-bye as it climbed the way to number one once again.
Marketing Disaster #2- Aqua Teen Hunger Force
In 2007, Cartoon Network thought that a Guerilla Advertising Campaign would be a brilliant idea. So they paid two men to put up over 30 LED lights in hotspots all around Boston, depicting characters from their new film flipping the finger. What was their great mistake? They did not take into account the fact that people were scared of a new terrorist attack! Everyone thought that the LED lights were bombs and the results were disastrous- people had a very strong reaction to their campaign and the company had to pay millions of dollars to city police and Homeland Security. Talk about a marketing disaster!
Marketing Disaster #3- Diesel
Be stupid. That was this campaign’s name. Of course, with a name like that, success isn’t really an option. Not in the UK at least! Diesel launched a series of ads that depicted men or women exposing themselves somehow, claiming that they are giving a call to life- to live different than an ordinary person. However, people found their ads offensive and inappropriate. It’s important to understand the people you are targeting the ad towards!
The great thing about big brand committing a marketing disaster is the fact that we can learn something from it. Every failure has a lesson and it’s important to try and not commit the same mistakes. What’s your favorite marketing disaster?
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