Table of Contents
- Pepsi: Apology and Action
- Gap: Reverting to the Classic
- Burger King: Clarification and Apology
- Audi: Withdrawal and Regret
- American Airlines: Strategic Reversal
- Bloomingdale's: Apology for Inappropriate Content
- Dove: Celebrating Diversity Correctly
- Coca-Cola: The Classic Comeback
- Conclusion: Learning from Marketing Recovery
This article is a must-read for startup founders, entrepreneurs, and marketing managers who aspire to navigate the market's volatility with finesse. Learn from the misjudgments that turned into masterstrokes as we dissect how these brands transformed their potential disasters into remarkable successes.
Pepsi
In 2017, a controversial ad featuring Kendall Jenner was criticized for trivializing protest movements like Black Lives Matter. Pepsi pulled the ad and apologizedWhat went wrong?
The advertisement, intended to resonate with a younger, more socially conscious audience, depicted Jenner leaving a photoshoot to join a protest and offering a Pepsi to a police officer, resulting in cheers from the crowd. However, this narrative was perceived as trivializing the serious and often dangerous realities of protest movements, particularly the Black Lives Matter movement.
The backlash was swift and intense, with critics accusing Pepsi of tone-deafness and exploiting social justice movements for commercial gain.
How they solved it, and why it worked
Pepsi's response to the crisis was prompt and straightforward – they pulled the ad from all platforms within 24 hours and issued a public apology. Their apology acknowledged the misjudgment and emphasized that their intention was to project a message of global peace and understanding, not to trivialize important social issues.
This swift action and clear communication helped mitigate the damage. By directly addressing the controversy and accepting responsibility, Pepsi demonstrated a willingness to listen to their audience and learn from their mistakes.
This approach helped in preserving brand integrity and trust among consumers, which is crucial for any company, especially in a crisis.
Gap
In 2010, Gap introduced a new logo that was immediately disliked by the public. The backlash was so severe that Gap reverted to the old logo within six daysWhat went wrong?
Gap's 2010 rebranding attempt is a school example of a marketing misfire. The iconic apparel company decided to overhaul its classic logo, which had been a symbol of the brand for more than two decades. The new design—a simple black typeface with a small blue square—was met with immediate disapproval from the public.
Loyal customers and design aficionados alike took to social media to express their disdain, leading to a widespread negative reception that quickly escalated into a public relations debacle.
How they solved it, and why it worked
Gap responded to the backlash with remarkable agility, retracting the new logo and reinstating the old one just six days after the launch. This rapid reversal was a clear signal to their customers that their opinions were valued.
By reverting to the original logo, Gap preserved the brand's heritage and customer loyalty, which could have been eroded by the continuation of the unpopular new design.
This move, although seemingly a step backward, reinforced the company's commitment to its consumer base and demonstrated that Gap prioritized customer sentiment over new marketing directions.
Burger King
On International Women's Day 2021, a tweet from Burger King UK that started with "Women belong in the kitchen" sparked outrage despite its subsequent clarification about promoting gender diversity in the culinary industry. Burger King deleted the tweet and apologized.What went wrong?
Their tweet, "Women belong in the kitchen," was meant to be a provocative precursor to a message about gender disparity in the restaurant industry and to promote their culinary scholarship program for women.
However, the initial tweet struck many as misogynistic, overshadowing the intended message and igniting a firestorm on social media. The outcry was immediate and fierce, with accusations that Burger King was perpetuating sexist stereotypes, despite their progressive intentions.
How they solved it, and why it worked
In response to the backlash, Burger King UK promptly deleted the controversial tweet and issued a public apology, acknowledging that their attempt at drawing attention to an important issue had gone awry
By taking responsibility and reiterating their commitment to gender diversity, Burger King was able to shift the focus back to their scholarship program's positive aspects.
The swift retraction and genuine apology demonstrated accountability and helped to soften public perception, showing that even when a marketing strategy misses the mark, open dialogue and quick action can help mend the brand's relationship with its audience.
Audi
A Chinese commercial from Audi that showed a mother inspecting the bride as if she were a car was deemed sexist and objectifying. Audi withdrew the ad and expressed regret.What went wrong?
Audi's Chinese commercial sparked controversy by depicting a bride being scrutinized by her future mother-in-law in the same manner one would inspect a car, concluding with the tagline about making important decisions carefully.
This ad, intended to promote the careful selection of Audi's certified pre-owned vehicles, instead struck a nerve by appearing to objectify the bride, reducing her worth to that of a commodity. The public outcry was swift, with accusations of the ad being sexist and perpetuating outdated stereotypes.
How they solved it, and why it worked
Audi acted swiftly by withdrawing the ad and issuing a statement of regret. In recognizing their misstep and pulling the ad from circulation, Audi demonstrated a respect for public sentiment and a commitment to upholding a respectful brand image.
Their prompt acknowledgement of the issue and their apologetic stance helped to quell the immediate backlash and mitigated long-term brand damage.
This approach conveyed to the audience that Audi values and upholds dignity and equality, which are key to maintaining customer loyalty and trust.
American Airlines
Introduced the "AAirpass" for unlimited first-class travel which led to huge financial losses for the company when customers took more flights than anticipated. American Airlines ended up revoking some of the passes, which led to lawsuits.What went wrong?
The offer, too good to pass up for frequent flyers, led to exorbitant losses as customers flew far more often than the airline had anticipated. The program, lacking safeguards against such extensive usage, became a costly error for the company.
How they solved it, and why it worked
In an attempt to stem the financial drain, American Airlines made the tough decision to revoke some of the AAirpasses, citing misuse of the program's terms as the reason.
Despite ensuing lawsuits, this move was necessary to protect the airline's economic stability. While controversial, the decision to enforce limitations was a crucial step in American Airlines' efforts to rectify the unsustainable economic burden created by the AAirpass program.
This solution, although not without its legal challenges, was a stark lesson in the importance of foresight and sustainable planning in promotional offers.
Bloomingdale
A 2015 Christmas ad that seemed to suggest spiking a friend's eggnog was heavily criticized. Bloomingdale's issued an apology for the insensitive content.What went wrong?
The ad featured a man glancing at a woman with the caption "Spike your best friend’s eggnog when they’re not looking," which many found to be in poor taste and insensitive.
The implication of non-consensual behavior, especially in a festive and family-oriented context, drew immediate backlash from consumers and activists alike.
How they solved it, and why it worked
Bloomingdale's responded to the backlash by issuing a public apology, admitting that the ad was inappropriate and in poor taste. While they could not recall the already distributed catalogs, the public acknowledgment of the mistake and the apology helped to address the issue head-on.
This response showcased the company's recognition of the gravity of the situation and their accountability, which is crucial in maintaining customer trust and mitigating negative publicity.
Dove
A 2017 Facebook ad intended to celebrate diversity was perceived as racist. Dove removed the ad and apologized, affirming a commitment to representing women of color thoughtfully.What went wrong?
The short video depicted a black woman transforming into a white woman after using Dove body wash, which many viewers saw as implying a racial hierarchy in cleanliness. The outcry was immediate and widespread, as the ad seemed to echo racist tropes that have historically been used to dehumanize people of color.
How they solved it, and why it worked
Dove quickly removed the ad and issued a heartfelt apology, stating their deep regret for the offense caused and affirming their dedication to representing all women thoughtfully and respectfully.
Their prompt and sincere response showed Dove's commitment to their audience's concerns and their willingness to take immediate corrective action.
This incident highlighted the importance of sensitivity and the need for diverse perspectives in marketing campaigns.
Coca-Cola
In 1985, the introduction of "New Coke" with a new recipe met with public disapproval, prompting the return of the original formula as "Coca-Cola Classic"What went wrong?
The company aimed to reinvigorate the brand and attract a younger demographic. However, the change was met with overwhelming public disapproval. Loyal customers felt alienated, and the switch ignited a cultural backlash as people clamored for the original taste they had grown to love.
How they solved it, and why it worked
Coca-Cola quickly acknowledged the public's demand and reinstated the original formula under the name "Coca-Cola Classic." This swift response to consumer dissatisfaction turned a marketing failure into a success story, reinforcing the brand's iconic status.
The return of the original formula was met with a collective sigh of relief from consumers, boosting sales significantly.
This turnaround demonstrated Coca-Cola's willingness to listen to its customers and validated the deep emotional connection people had with the original product.
Conclusion
As we saw through the examples of these renowned brands, it's evident that the path to marketing success is not without its hurdles. Each company faced its own unique crisis, but the way they addressed and rectified their missteps provides invaluable lessons in adaptability, humility, and the power of listening to one's audience.Their stories serve as a beacon for startup founders, entrepreneurs, and marketing managers, proving that even the most daunting marketing blunders can be transformed into opportunities for growth and learning.
With a blend of quick, thoughtful action and genuine engagement with their customers, these brands not only recovered but emerged stronger, underscoring the timeless adage that resilience is key in the face of adversity.
