Most Controversial Marketing Campaigns (+ Lessons Learned)
What brands got wrong and what you can get right
Marketing campaigns can serve as an impactful tool for brands to engage with consumers, but they can also backfire spectacularly if not well-executed.
Several brands have experienced a lesson firsthand because of their insensitive messaging or problematic imagery.
H&M’s “Coolest Monkey in the Jungle” Hoodie
In 2018, H&M became the center of a major controversy after launching an advertisement featuring a Black child wearing a hoodie that said “Coolest Monkey in the Jungle.”
The ad was widely criticized for its insensitivity, especially considering the historical background of the term “monkey” being used as a racist slur against Black people.
The advertisement faced widespread condemnation for its insensitivity. Outrage erupted on social media, with many accusing the brand of reinforcing damaging racial stereotypes.
The company swiftly removed the ad and issued a public apology, admitting that they had not properly considered the cultural implications of the imagery.
Despite their prompt action, the incident sparked crucial discussions regarding the lack of diversity and cultural sensitivity in advertising.
Gillette’s “The Best Men Can Be”
Early in 2019, Gillette launched an advertisement called “The Best Men Can Be,” which addressed toxic masculinity and urged men to confront behaviors such as bullying, sexual harassment, and sexism.
The ad, influenced by the #MeToo movement, showcased men intervening to prevent negative actions and highlighted positive male role models.
The public strongly criticized the campaign, while some applauded it for drawing attention to a pressing societal issue.
Critics accused Gillette of alienating its core audience by appearing to lecture men about their behavior.
The ad was considered overly political by many and led to calls for boycotts that went viral, with critics claiming the ad unfairly stereotyped all men as complicit in toxic behavior.
Despite the controversy, Gillette defended its message. However, the polarizing response highlighted the risks brands face when wading into social and political issues.
Burger King’s “Women Belong in the Kitchen”
On International Women’s Day 2021, Burger King UK launched a campaign that was intended to highlight the gender disparity in the culinary industry.
The campaign’s headline, however, stated “Women belong in the kitchen,” a provocative statement that immediately sparked outrage.
Most people saw the tweet as a sexist comment, even though its goals were to promote scholarships for female chefs and raise awareness of gender inequality in the restaurant industry
The backlash was swift and widespread, with social media users criticizing Burger King for using such a tone-deaf phrase, particularly on a day that honors women’s achievements.
Although the brand quickly deleted the tweet and issued an apology, the incident overshadowed the campaign’s intended message of support for women in the culinary industry.
The list of controversial ad campaigns can be endless. Many big brands made bigger mistakes. And since they have a big name, the loss is greater.
Something funny & humorous to you might not be to others.
So, before making a campaign, make sure you’ve already examined the cultural norms of a specific place when you target that market.
Do you want to get some other insights on what’s the best way not to fail in marketing your product or services? Be sure to check out our articles here:
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