Ah, marketing. When it works, it really works, think of Coca-Cola’s “Share a Coke” campaign or Dove’s “Real Beauty” movement. But when it goes wrong… it really goes wrong. The kind of wrong that gets you trending for all the wrong reasons.
Here’s a look at some infamous marketing fails that made headlines, and what they can teach us about what not to do. The last one is my favourite.
Pepsi Tries to Solve World Peace… With a Can
In 2017, Pepsi released an ad featuring Kendall Jenner walking off a photoshoot to join a protest. She offers a police officer a Pepsi, and just like that… tension gone, everyone smiles.
The ad was pulled within 24 hours after being slammed for trivialising real social justice movements.
Lesson Learned: You can’t shortcut social awareness. Good intentions aren’t always enough, context matters.
Hoover’s Flight of Fancy (and Financial Doom)
In the ’90s, Hoover UK promised two free flights to Europe with any £100 purchase. The promo exploded… but Hoover hadn’t accounted for the actual cost. People bought vacuums just to get the flights, and the company lost £50 million. It ended in lawsuits, resignations, and Hoover selling off part of its business.
Lesson learned: If it sounds too good to be true, it probably is. Always do the maths before launching the campaign.
Burger King’s Not-So-Tasty Tweet
On International Women’s Day 2021, Burger King UK tweeted:
“Women belong in the kitchen.”
…followed by a second tweet explaining the point was to highlight gender gaps in professional kitchens.
The backlash was instant. Even though the follow-up explained the intent, the damage was done.
Lessons Learned: Timing, tone, and context matter. Especially when tackling sensitive issues. Be bold, but don’t be careless.
Dude, Where’s My Jet?
During a 1990s “Pepsi Points” campaign, the brand aired a cheeky ad showing a fighter jet available for 7 million points, which was clearly meant as a joke. But a college student named John Leonard did the maths and realised he could actually collect the points (with some investor help). He demanded the jet. Pepsi said no. Court case followed.
Today, it’s a Netflix documentary: Pepsi, Where’s My Jet?
Lessons Learned: Someone will always read the fine print or notice if it’s missing. Legal, marketing, and creative teams need to talk.
So, What’s the Moral of the Story?
Marketing isn’t just about big ideas. It’s about smart ideas. It’s about knowing your audience, checking your assumptions, testing your campaigns, and having someone on the team who’s grounded, curious, and ready to learn the ropes.
This is why you need a good marketing apprentice.
They can bring fresh eyes, digital savvy, and an understanding of modern consumer behaviour (plus they’re less likely to suggest giving away £50M in free flights). So, if you’re planning your next big campaign, maybe skip the celebrity peace offerings and confusing tweets and bring in someone who’s eager to do marketing right.
Want to avoid being the next cautionary tale? Invest in the next generation of marketers.
