.png)
If you’re a marketer, you know that a huge part of your job is grabbing your audience’s attention…
… but, as we know, sometimes brands can grab attention for all the wrong reasons, and even the biggest names in the game have made embarrassing mistakes that have left an ugly blemish in their marketing history.
And marketing fails are hilarious, sure, but here’s the thing: Even the most face-palming marketing mistake comes with a silver lining — there’s a lesson to be learned!
And luckily for you, you don’t even have to suffer through the mistakes yourself to benefit from the moral of these brands’ stories. Because in today’s blog, we’re diving into some of the most infamous marketing hiccups of all time. You’ll see what went wrong, why it happened, and, most importantly, how to make sure your brand doesn’t end up on a marketing fails list of its own!
Marketing Fails and What You Can Learn From Them
Marketing mistakes are painful, but they’re also powerful teachers!
So, buckle up — we’re about to explore some of the biggest marketing blunders of the 20th and 21st centuries, along with a lesson you can take away to make sure your brand’s next campaign is a hit!
1. New Coke (1985)
.png)
In the early 1980s, the Coca-Cola and Pepsi rivalry was in full swing.
And dismayed over the fact that Pepsi, with its sweeter taste, seemed to be winning over younger customers, Coca-Cola decided to make a bold move: reformulate its classic soda for a smoother, sweeter taste to modernize their brand and grab that young demographic.
New Coke was launched in 1985 with a high-energy campaign and full confidence that the sweet new formula was just the thing to reinvigorate the Coke brand and win over the next generation of soda drinkers!
What Went Wrong: But it didn’t.
Ever wondered why all cans and bottles of Coke are labeled as Coca-Cola Classic?
Unfortunately, Coca-Cola severely underestimated just how much loyalty and emotional connection their customers had with their original formula. Instead of being excited about the new taste, New Coke was met with intense public backlash, as life-long fans overwhelmingly rejected the new taste and practically took to the streets in protest, flooding the headquarters with complaints and organizing boycotts across the country to demand the return of the beloved classic Coke taste.
Yikes.
The Moral of the Story: Customers get very attached to a product they love, so think twice before changing what works.
2. McDonald’s #McDStories (2012)
.png)
In January of 2012, McDonald’s decided to highlight the quality of its ingredients and the fond memories associated with their brand throughout their users’ lives.
To get some user-generated content ammo, they launched a (then) Twitter campaign using the hashtag #McDstories and invited followers to share their personal stories and happy McDonald’s-related memories.
The goal was to gather up some heartwarming content to boost company image and create a sense of community. Aww…
What Went Wrong: They wanted heartwarming and they asked the internet?
Oh …
Instead of the anticipated wave of happy stories and warm fuzzies, the hashtag was almost immediately hijacked by … well, folks on the internet. Users instead began tossing out negative experiences and complaints about everything from food quality to business practices to those darn McFlurry machines never being available when you need them.
The campaign backfired spectacularly, and McDonalds promptly pulled the plug.
The Moral of the Story: Social media has a mind of its own. Always expect the unexpected. Always.
3. Pepsi’s “Come Alive! You’re in the Pepsi Generation” (1963)
.png)
We can’t have Coke without mentioning a marketing blunder from their rival, Pepsi!
Back in 1963, Pepsi was trying hard to position itself as the soda of choice for a fun-loving and youthful crowd.
They launched the “Come Alive! You’re in the Pepsi Generation” campaign, looking to catch the attention of youth in the United States and beyond. The slogan was carefully thought out, designed to evoke the energy of the young culture, and was a hit …
What Went Wrong: … in English-speaking markets. In global markets, not so much.
In some regions, the slogan’s hasty translation led to confusing interpretations that clashed with Pepsi’s intended message. Though it’s not been substantiated, some claim that the direct translation of the slogan in China was less “Be energized with Pepsi,” and more, “Come back from the dead with Pepsi.”
A distinction that ended up being quite important.
The Moral of the Story: Always have someone from your target audience and region double check your work to avoid embarrassing missteps or your message being lost in translation.
4. Gap Logo Redesign (2010)
.png)
Back in October of 2010, Gap, the popular clothing retailer, was looking to modernize its brand image to appeal to a younger group of fashion-minded folks.
To help sell the rebrand, they introduced a new logo featuring bold, black Helvetica font with a small blue square over the “P”, a significant departure from the classic blue box design they’d been using for the past two decades.
The hope was, this fresh new logo would better reflect their more contemporary and modern identity!
What Went Wrong: Instead, the logo was met with immediate public backlash.
Loyal customers and designers alike were quick to criticize Gap’s new look,decrying the new logo as generic and too much of a departure from the original. Social media platforms began to buzz with negative feedback, and parody versions of the new Gap logo started spreading rapidly.
Within just 6 days of its launch, the new logo was quickly buried, and Gap reverted back to its classic blue box logo with a sheepish apology and a promise to never do that again.
The Moral of the Story: Test new visuals before you launch, you guys.
5. Hoover Free Flights Promotion (1992)
-1.png)
In 1992, Hoover’s UK division was looking to boost its sales amidst a global recession and growing competition.
They decided to launch a promotion that offered two free round-trip flights to Europe or the United States for customers who purchased at least £100 worth of Hoover products.
It was a brilliant way to clear out their excess inventory and attract brand-new customers with a deal they couldn’t resist!
What Went Wrong: They were 100% on target about the deal being too good to pass up.
Which is why over 200,000 customers snapped up products to qualify for the free flights. Unfortunately for Hoover, the cost of honoring those flight tickets way exceeded any profits from their sales. They frantically tried to stop the bleed by adding steps to the redemption process, but that failed too.
Customers were understandably angry, some even taking legal action against Hoover. The financial strain and damage to their reputation was so bad, the whole Hoover European division ended up being sold off soon after.
What a way to go.
The Moral of the Story: Don’t overpromise.
6. Peloton’s Christmas Ad (2019)
In November of 2019, to gear up for the Christmas season, stationary bike brand Peloton released a holiday commercial, titled “The Gift That Gives Back,” that you see above.
The ad features a (already very fit) woman receiving a Peloton bike from her loving husband as a Christmas present.
Then, as Tal Bachman croons “She’s so High,” the woman excitedly documents her new fitness voyage, culminating in a heartfelt, “A year ago, I didn’t realize how much this would change me. Thank you.” She then looks adoringly at her husband, grateful for having been given the gift of Peloton, their marriage fortified forever.
What Went Wrong: While Peloton had good intentions about the ad, the commercial quickly faced backlash for portraying a dynamic that, to them, suggested a husband giving his wife an exercise bike because he was dissatisfied with her appearance.
The actress already being fit before she got the bike only lent further fuel to the fire, launching countless debates on social media and even making it into various news outlets. Probably not the kind of attention Peloton was looking for right before the Christmas season.
The Moral of the Story: Always remember that how people see your ad matters way more than what you meant. Consider how different audiences might interpret your messaging and try to get a diverse set of eyes on it in the feedback stage.
7. Ford Edsel (1957)
In the mid-50s, Ford Motor Company was looking for ways to expand its market share.
They decided that the answer was to introduce a new line of vehicles strategically positioned between their Ford (the affordable, mass-market vehicle aimed at average customers) and their Mercury (the mid-tier, premium brand that was a step up from Ford but below their luxury brand, Lincoln).
Ford crowned this new vehicle the Edsel, and invested a huge amount of money into it, aiming to offer their customers a car that combined all of the bells and whistles of the Mercury with a unique design that they just knew would attract mid-range buyers.
If landed correctly, the Edsel was set to be a revolutionary vehicle that would set Ford apart!
What Went Wrong: It did not land correctly.
Despite putting a lot of thought and research into the market, Ford very much misjudged their customers’ preferences. The Edsel’s design, meant to be unique and eye-catching, instead fell flat. Customers found it unappealing, especially its vertical grille, unlike anything else on the market at that time, and decided it wasn’t distinct enough from the Ford or the Mercury to be worth the expense.
In addition to poor aesthetics, the Edsel was also launched during a recession, when consumers were being much more cautious with their spending. Then, as if things weren’t bad enough, quality control issues further tarnished the Edsel’s reputation when the few vehicles that customers did purchase were delivered with defects.
All of these factors led to the Edsel being scrapped by 1960 and the name Edsel going down in history as one of the biggest product failures of the 20th century.
The Moral of the Story: Have a deep understanding of your customers’ needs and preferences. If you don’t know what your customers want, they aren’t going to want what you’re selling.
8. Airbnb’s Floating World Campaign (2017)
.png)
As one of the world’s leading vacation rental platforms, Airbnb is known for helping travelers find lodging; everything from cozy 1-bedroom apartments to luxury villas and even off-the-wall accommodations like treehouses and houseboats.
So, in 2017, in an effort to promote more of their water-adjacent accommodations, Airbnb decided to launch a unique “Floating World” campaign to highlight some of their more scenic properties like houseboats, overwater bungalows, and waterfront escapes.
The email campaign invited users to “Live the life aquatic!” and encouraged them to book stays in tropical getaways and waterfront locations, offering travelers the perfect escape from everyday life.
What Went Wrong: This campaign probably would have gone over just fine had it not launched when it did.
But unfortunately, the campaign launched on August 28th, 2017 — the exact time when category 4 Hurricane Harvey was devastating the Texas coast, particularly in the Galveston and Houston area, causing catastrophic flooding, loss of life, billions of dollars in property damage, and the displacement of thousands and thousands of residents.
So, with that in mind, phrases like “Stay above water!” and “Live the life aquatic!” didn’t come across quite as idyllic as intended for those residents literally struggling to escape the rising floodwaters.
Texas residents and many others quickly snapped back at the poorly timed emails, causing Airbnb to halt the campaign and issue a swift apology for the unfortunate timing.
The Moral of the Story: Timing is everything, friends. Check what’s going on in the world before you hit that send button to avoid a PR nightmare.
9. Gerber Singles (1974)
.png)
If you are a human between the ages of 0 and 98, there’s a very good chance that you’ve come across Gerber baby food — whether you were the one eating it or the one wiping it off of your baby’s face.
Since its founding in 1927, Gerber has been renowned for their baby food products, everything from pureed carrots, mashed bananas, and all things mushy and spoon-fed.
But in 1974, Gerber’s marketing team decided to go for something bold. There was a huge non-baby market out there to explore, so, hoping to tap into the single adult and college kid market, Gerber introduced Gerber Singles, a line of pureed meals for grown-ups.
After all, who wouldn’t want to dig into a yummy jar of Beef Burgundy or Ham Casserole for dinner?
What Went Wrong: Unfortunately for Gerber, the answer was absolutely no one.
Despite Gerber’s best intentions and logical reach, the Gerber Singles line faced some pretty immediate challenges.
The first was the product's packaging — Gerber Singles came in the same iconic glass jars used for their baby food products, leaving customers confused and entirely put off. After all, the idea of spooning up pureed food from a jar for dinner like you did when you were a baby is pretty unappealing to most adults and non-babies, as was Gerber’s unintentionally hilarious tagline, “We were good for you then, we’re good for you now.”
The product was a pureed disaster, and by 1975, Gerber Singles were removed from the shelves.
The Moral of the Story: Packaging matters. Make sure your package design (and your product) is appealing to the right audience.
10. Dove’s Body Wash Ad (2017)
Diversity and inclusivity are always a plus for the health and beauty market!
And as a brand that champions real beauty and body positivity, Dove has long positioned itself as a leader in diverse and inclusive marketing. In 2017, they attempted to reinforce that position with a Facebook ad for their body wash.
In the ad, a black woman removes her T-shirt to reveal a white woman, who then lifts her T-shirt to reveal an Asian woman. This was intended to showcase how Dove’s body wash was suitable for women of all skin types and celebrate the beauty of diversity!
What Went Wrong: Diversity and inclusivity are always a plus for the health and beauty market — when done thoughtfully.
Unfortunately, for many, instead of celebrating the beauty of diversity, the imagery was instead more reminiscent of racist soap advertisements from the 19th and early 20th century.
The ad quickly began to generate widespread criticism on social media, with some even calling for boycotts of Dove products.
Dove promptly removed the ad and issued a swift apology for missing the mark.
The Moral of the Story: Get a second (and third) opinion on your marketing material. A fresh and diverse perspective can save you from embarrassing missteps.
11. Coors Rocky Mountain Sparkling Water (1990)
.png)
In the early 1990s, bottled water was becoming the next big thing for health-conscious consumers who were sick of chugging water straight from the tap.
So, to capitalize on this trend, Coors Brewing Company decided to take advantage of its beer brand’s association with crisp, clean Rocky Mountain spring water by rolling out a brand new product: Coors Rocky Mountain Sparkling Water.
The product was marketed as a non-alcoholic beverage, available in tasty flavors like Original, Cherry, and Lemon-Lime to provide their customers with a refreshing alternative to beer and other bottled water products.
What Went Wrong: It seemed like a good idea on paper, but there was a problem that Coors overlooked — just how much the Coors name was associated with beer.
With “Coors” plastered across the water’s label, people were left very understandably confused. Was it water? Was it beer? Was it watery beer?!
Apparently, nobody knew. Some customers were disappointed to find the beverage wasn’t alcoholic, while customers looking for water avoided it entirely, assuming that it was. Sadly, for Coors, their sparkling water idea fizzled out before too long. Two years later, the product was quietly pulled from the shelves and left to evaporate into marketing history.
The Moral of the Story: Sometimes your brand’s identity isn’t just about what you sell, it’s about what your customers expect from you. If your brand is too deeply tied to one product category, breaking out might not be the right move. And that’s okay, friend. Stick to what your brand does best and, if you do expand, make sure it’s a natural fit!
12. LifeLock’s Social Security Stunt (2007)
.png)
LifeLock, an identity theft protection company, wanted to prove to its audience just how effective its security service really was.
And what better way to do that than by its CEO publicly putting his identity on the line?
So, in 2007, CEO Todd David launched a gutsy marketing campaign that saw his real-life, honest-to-goodness Social Security number plastered across billboards, TV commercials, and online ads.
The message was crystal clear: LifeLock is so effective that even if I give you my Social Security number, you still can’t steal my identity! Nyah!
What Went Wrong: Turns out, criminals love them a challenge.
Not only was Davis’s identity stolen a whopping 13 times, but innovative fraudsters were able to successfully use his digits to open up accounts for loans, cell phone accounts, and more.
And to rub salt in the wound, LifeLock was then hit with a $12 million fine by the FTC for false advertising, as it so-very-publicly proved that its service did not, in fact, provide the ironclad protection that it claimed to.
Ouch.
The Moral of the Story: If you’re going to make a bold claim, you need to be absolutely certain that your brand can back it up.
13. Heinz QR Code Disaster (2015)
.png)
Adding a dash of interactivity to marketing campaigns can be a great way to engage customers, build hype for your brand, and sell more products.
This is exactly what ketchup brand Heinz was going for when they launched their “Design Your Own Label” campaign in Germany in 2012.
The idea was simple and fun! Customers could scan a QR code on the ketchup bottle, which would then direct them to a website where they could customize their own Heinz label. It was a very creative way to connect with consumers and make their condiment experience a bit more personal!
What Went Wrong: All went well until 2015.
That was when a customer purchased a bottle of Heinz ketchup and decided to scan the QR code.
But instead of being redirected to the label design page, he instead found himself staring in bewilderment at a … very adult and non-ketchupy website. Apparently, Heinz had forgotten to renew the domain associated with the QR code, and it was snapped up by an adult entertainment website, leading anyone who scanned the code to a very risque experience instead of the one they were expecting.
The customer quickly took to Facebook to complain and his comment went viral, resulting in a PR nightmare for Heinz anlong with a heaping side of embarrassment. Heinz issued a quick apology and sent the customer a personalized bottle of ketchup to smooth things over, but the damage had already been done.
The Moral of the Story: The internet lasts forever. Forever! A marketing campaign might end, but its digital footprint remains! Remember that once something is out there, it’s out there for good! Plan ahead so QR codes, web domains, or ads can’t come back to haunt you.
How to Avoid Marketing Fails and Build Winning Campaigns
As hilarious as these entries are (from the other side), we know that no one sets out to create a marketing fail.
But, as we’ve seen, even the biggest brand names have some slip-ups in their history. But the good news?
You can avoid their mistakes by taking a few key steps.
Here are some strategies to make sure that your next campaign is a hit, not the next embarrassing social media headline:
- Know Your Audience Inside and Out – Take the time to understand who your customers are, what they care about, and how they perceive your brand. The better you know them, the more your message will resonate.
- Test Before You Launch – Whether it’s a new ad, product, or rebrand, always test your ideas with a focus group or a sample of your audience. Early feedback can help you catch issues before they become public.
- Get a Second Opinion—And Then Another One – Don’t create campaigns in a vacuum. Run your concepts by people with diverse perspectives, both inside and outside your organization. A fresh set of eyes can spot potential pitfalls you might have missed.
- Think Twice Before Jumping on Trends – Not every social media trend or cultural movement is the right fit for your brand. If you decide to align your marketing with a social cause, make sure it’s authentic and aligns with your company values.
- Triple-Check Everything (Seriously, Everything) – From URLs and hashtags to translations and product names, small details can make a big difference. Always double-check digital assets and verify that your messaging works across different platforms and regions.
- Timing Is Everything – Pay attention to what’s happening in the world. A perfectly good campaign can fall flat—or worse, seem insensitive—if it launches at the wrong time.
- Don’t Overpromise – Whether it’s a product claim or a promotional offer, make sure you can deliver what you’ve promised. Nothing damages a brand’s reputation faster than unmet expectations.
- Monitor Feedback and Be Ready to Pivot – Once your campaign is live, stay alert to how people are reacting. If something isn’t landing the way you intended, don’t be afraid to adjust your messaging or strategy.
- Learn From Past Mistakes (Yours and Others’) – The best way to avoid repeating history is to learn from it. Study both your own past campaigns and industry case studies to see what worked, what didn’t, and why.
<div class="c-blog_comp-cta cc-component-1"><div class="c-blog_comp-cta-left"><div class="c-blog_comp-cta-left-wrap"><img src="https://global-uploads.webflow.com/61cdf3c5e0b8155f19e0105b/6369722e59155470b6840033_Potential-clients.png" loading="lazy" alt="" class="c-blog_comp-cta-left-img"></div></div><div class="c-blog_comp-cta-right"><div class="c-blog_comp-content"><div class="c-text-wrapper cc-mb-32"><div class="c-title-4 cc-bold"><strong>Want to save money without sacrificing the quality?</strong></div></div><div class="c-text-wrapper"><div class="c-text-2">Say goodbye to traditional, expensive agencies and unreliable marketplaces. Say hello to Designity.<br></div></div></div><div class="c-blog_comp-wrapper"><a href="/pricing" target="_blank" class="c-button cc-primary cc-inverted w-button"><strong>Get Your 2-Week Trial</strong></a></div></div></div>
Ready to Get Your Marketing Right the First Time?
If anything, we hope that these cautionary tales have inspired you to be a brand who gets their marketing right the first time.
And to increase your odds of doing it right, we find it’s best to have a reliable partner who can provide you with expert advice, top-quality creative talent, and a dedicated project manager who can make sure all of your assets are in your hands when you need them so you can stop worrying about chasing freelancers and have your focus where your business needs it most.
Designity is an innovative Creative as a Service platform that can provide all of the above and more to help your brand navigate your industry’s market and get the eye-catching collateral you need to hit the mark, connect with your customers, and get your brand the (positive!) attention it deserves!
We invite you to check out our community portfolio to see how Designity has made a difference for brands just like yours. If you like what you see, go ahead and book your demo call.
We’ll get you started with a two-week, no-obligation trial so you can test-drive our 100+ design and marketing services and see firsthand why Designity is the marketing partner you’re looking for!
Are you ready to nail your next marketing campaign?
