Startups often find it hard to run successful marketing campaigns. According to Investopedia, new companies fail because they have bad marketing ideas. Moreover, a Startup Genome report states that about 90% of startups don’t survive because of that.
But did you know that marketing campaigns fail even for big corporations? A blog post by Business2Community states that marketing fails happen because of a lack of effort, an inability to analyze the market, and alienating buyers.
According to Clark & Co, some marketing campaigns bombed because the website wasn’t mobile-friendly, the Google Business Profile was inaccurate, and there was no defined target audience. On average, a failed marketing campaign can cost online businesses USD 611 billion each year.
That’s why startups must focus on finding a potentially innovative marketing channel to avoid a failed ad campaign. Moreover, they need to analyze the mistakes made by large companies to run a successful marketing campaign.
In this post, we’ll discuss five pretty bad marketing campaigns you should learn from.
#1. Blonde Espresso Advertising: A Starbucks Nightmare
When it comes to the top 5 marketing fails of all time, the Starbucks Coffee Company will definitely take the throne. The Blonde Espresso ad campaign of 2018 was meant to highlight the release of a lighter roast that’s smooth, sweet, and subtle.
The brand aimed to emphasize the flavor profile and attract customers looking for a milder coffee. However, the vague language used in the advertisement sparked mockery and debate.
For example, when someone wanted to order this drink, they had to select or say “Tall Blonde,” which appeared very weird to people. The name also sparked confusion about the flavor profile, leading to the campaign’s failure.
#2. Kendall Jenner’s Involvement: Pepsi’s Wrong Judgment
Another one of those really bad marketing ideas was thought of by Pepsi. Time Magazine dubbed this a ‘glaring mistake’ back in 2017. So, what exactly happened?
Kendel Jenner was cast in an ad where she’s resolving the ‘issues’ of black people. She was seen handing over a Pepsi can to a police officer with the tagline “Live Bolder.” You can clearly see why this influencer marketing campaign failed.
After facing immense backlash, Pepsi still claimed that the ad’s purpose was to show how its product could become a unifying tool for everyone. However, the audience didn’t feel the same, and the company had to eventually delete the campaign.
#3. Women’s Day Tweet: Burger King Faced Backlash
“Women belong in the kitchen.” Who wouldn’t be outraged by this statement? Back in 2021, Burger King’s UK division dared to post this statement on Twitter. Even if they followed it up with other Tweets to promote a scholarship program for women in the culinary arts, people were outraged.
Forbes reported this as a ‘whopper’ of a blunder. The initial Tweet was to capture attention, but it ended up being one of the worst marketing campaigns of all time.
Many said that this sexist statement was a tone-deaf attempt to honor Women’s Day. Later on, the brand deleted the Tweet and released an explanation to atone for their deeds.
#4. Boston Marathon Email: Adidas’s Wrong Timing
A very poorly worded email can sometimes portray the wrong message and reduce the brand’s values. In 2017, the email marketing industry was up and coming. That year, Adidas leveraged this marketing tactic to congratulate the people who finished the Boston Marathon. They were the sponsors for the 121st annual race in the city.
Fast forward six years—this market was valued at USD 8.3 billion, but people still haven’t forgotten Adidas’s marketing stunt. In their email, the brand mentioned the subject line, “Congratulations, you survived the Boston Marathon!”
At first, it seemed like a fun-filled heading, but people were offended because of the 2013 bombing that left 250 injured and three dead. The Washington Post stated that Adidas did issue an apology because of their insensitive email, but it was already too late.
#5. Failed Diversity Campaign: Dove’s Racist Ad
Dove’s take on diversity led to the development of a pretty unremarkable marketing campaign. The company posted a three-second video on Facebook that caused people to become extremely furious. This video showcased three women of different ethnicities removing their clothes to reveal the next woman.
While the intention was to celebrate the body wash’s inclusivity and diversity, many perceived it as a ‘black woman turning into a white one’ after using Dove. They thought the ad implied that black people were less clean.
The BBC reported that the company apologized for making such a racist and inappropriate campaign. They even released a thorough statement to emphasize their brand image and core beliefs.
What Can Startups Learn From These Top 5 Marketing Fails?
Needless to say, every brand (startup or otherwise) wants to stand out. As a result, they try to come up with quick marketing plans for national and international events. In doing so, brands fail to present their message, represent values, plan campaigns, etc.
Thankfully, you can learn a few things that marketers forgot while creating campaigns for the brands mentioned in this article. Be it a print ad, an online campaign, or something else, your startup should follow these tips:
- Avoid superficial gestures when releasing diversity campaigns.
- Remember to be authentic with audiences to build trust.
- Be mindful of the timing and context of your campaigns.
- Don’t be insensitive if you want to avoid backlash.
- Always be clear with your messaging to reduce confusion among customers.
- Clear differentiation will help you release new products.
- Ensure that you uphold ethical standards and avoid exploiting social issues.
Moreover, a customer-centric approach will help you understand your audience’s preferences. You can leverage their values and tailor campaigns that offer positivity.
This article lists the biggest marketing fails that every startup owner should know about. You can learn valuable lessons from these.
For example, you’ll need to understand your audience at the core level to get loyal customers. Similarly, purposeful and realistic campaigns can help build brand awareness. Setting realistic timelines and goals can also help create the most successful marketing campaigns.
Remember, marketing isn’t about standing out—it’s about making a calculated decision to promote your products!
