In today's fast-paced business world, branding is crucial for the success of a company. However, even the biggest and most established brands can make mistakes. In this blog, we will be discussing some of the most high-profile branding blunders and the reasons behind their failure.
Pepsi's Kendall Jenner Ad - 2017
Pepsi's ad featuring Kendall Jenner was widely criticized for being tone-deaf and for trivializing important social justice issues such as police brutality and Black Lives Matter. The ad showed Jenner giving a can of Pepsi to a police officer during a protest, with the implication being that the drink could bring peace between protesters and police. The ad was widely criticized for being insensitive and for reducing important social issues to a marketing campaign. The ad was quickly pulled, and Pepsi apologized for any offense it may have caused.
New Coke In 1985
Coca-Cola decided to change the formula of its iconic soft drink and replace it with "New Coke." The change was a huge failure, as customers rejected the new formula and demanded the return of the original Coke. The company eventually brought back the original formula and rebranded it as "Coca-Cola Classic." The failure of New Coke can be attributed to a lack of research and a poor understanding of the deep emotional connection that customers had with the original product.
GAP's Logo Rebrand 2010
GAP attempted to rebrand itself with a new logo that was widely criticized for being too similar to other logos and for not being memorable enough. The new logo was also criticized for being too "corporate" and for lacking the personality that the original logo had. GAP quickly reversed its decision and returned to its original logo.
Bic's "For Her" Pens In 2012
Bic released a line of pens marketed specifically for women, called "Bic for Her." The pens were criticized for being sexist and for perpetuating gender stereotypes. The advertisers even went so far as to say these pens had a more slim design for a woman’s hand. The pens were widely mocked on social media, and Bic eventually discontinued the product.
McDonald's Arch Deluxe In 1996,
McDonald's introduced the Arch Deluxe, a premium burger aimed at adults. The burger was marketed as a high-end product, with advertisements showing people in tuxedos and ball gowns eating the burger. The product was a flop, with customers rejecting the burger's premium price and unfamiliar taste. The failure of the Arch Deluxe can be attributed to a poor understanding of the target market and a failure to consider the tastes and preferences of customers.
In conclusion, these high-profile branding blunders serve as cautionary tales for companies looking to rebrand or introduce new products. To avoid making similar mistakes, companies need to conduct thorough research, understand their target market, and consider the emotional connection that customers have with their products. When it comes to branding, it's important to take the time to get it right, as a misstep can have long-lasting consequences.
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