The beverage industry is fiercely competitive, with hundreds of brands vying for consumers’ attention and loyalty. With new trends constantly emerging, marketing in the beverage sector can be incredibly challenging. In this fast-paced environment, even the most seasoned brands can make mistakes, and marketing missteps can lead to long-lasting consequences. Some brands manage to bounce back after a hiccup, while others struggle to recover from campaigns that failed to hit the mark.
Failed beverage marketing campaigns provide valuable lessons for brands about consumer behavior, cultural sensitivity, authenticity, and the importance of staying true to brand identity. These failures highlight how crucial it is for companies to understand their audience, adapt to shifting trends, and remain agile in an ever-changing marketplace. When done right, marketing can be the key to a beverage brand’s success, but when things go wrong, the consequences can be significant.
In this op-ed, we’ll examine some notable examples of failed beverage marketing campaigns, analyze what went wrong, and explore the key lessons these failures offer. From tone-deaf advertising to poorly timed product launches, these missteps show how easily things can go awry. Ultimately, we’ll learn that effective beverage marketing is more than just flashy ads and catchy slogans—it’s about connecting with consumers on a deeper level and being able to pivot when things don’t go as planned.
Case Study 1: Pepsi’s “Live for Now” Ad with Kendall Jenner
One of the most infamous beverage marketing failures of the past decade is Pepsi’s 2017 ad featuring Kendall Jenner. The commercial, which featured Jenner leaving a photoshoot to join a protest and offering a can of Pepsi to a police officer in a gesture of peace, was widely criticized for its tone-deafness and insensitivity to real-world social issues.
The ad was meant to capitalize on the growing social justice movements, such as Black Lives Matter, by positioning Pepsi as a symbol of unity and peace. However, it quickly backfired. Many viewers felt that Pepsi was trivializing the serious nature of protests and activism by associating these movements with a consumer product. The ad seemed to suggest that social justice could be resolved with a simple gesture of handing over a soda, which felt both reductive and out of touch with the lived experiences of those involved in social movements.
The backlash was immediate. Social media erupted with criticism, accusing the brand of co-opting important social issues for profit. Even celebrities and activists spoke out against the ad, further amplifying the negative response. The brand eventually pulled the ad and issued a public apology, but the damage to its reputation was done.
Lessons Learned:
- Cultural Sensitivity Matters: Beverage brands need to be aware of the cultural and social context of their advertising. What might seem like a fun or uplifting message could easily come across as tone-deaf if it doesn’t align with the values of the audience.
- Don’t Exploit Serious Issues for Profit: Consumers are quick to call out brands that attempt to capitalize on serious social movements or events, especially if they appear to be doing so with little regard for the substance of those movements.
- Authenticity Is Key: Authenticity is crucial in building consumer trust. Brands must genuinely understand the causes they’re aligning with and ensure that their message feels real and not manufactured for marketing purposes.
Case Study 2: Coca-Cola’s New Coke (1985)
One of the most widely discussed marketing failures in history is Coca-Cola’s introduction of “New Coke” in 1985. Coca-Cola had been facing increasing competition from Pepsi, which was gaining market share with its “Pepsi Challenge” campaign that positioned Pepsi as the preferred choice over Coke. In response, Coca-Cola made the decision to reformulate its flagship soda to create a sweeter taste that it believed would appeal to consumers.
However, the backlash to New Coke was swift and intense. Consumers were outraged that the iconic taste of Coca-Cola had been altered. Fans of the original formula felt betrayed, and many expressed their dissatisfaction by boycotting the product or even hoarding cans of the original Coca-Cola. The new formula failed to live up to the expectations of loyal customers who had a deep emotional connection with the original taste of Coca-Cola.
Ultimately, Coca-Cola was forced to bring back the original formula under the name “Coca-Cola Classic,” and New Coke was discontinued. While the fiasco did result in a short-term loss of market share, Coca-Cola’s decision to revert to the original formula did spark renewed interest in the brand, ultimately strengthening its market position.
Lessons Learned:
- Know Your Audience: Coca-Cola underestimated the deep emotional connection consumers had with the original product. The failure to understand the significance of its brand identity and the loyalty of its customer base resulted in a massive public relations misstep.
- Brand Loyalty Is Powerful: Consumers who are loyal to a brand often have a strong attachment to its core values and product offerings. Changing those core aspects can alienate loyal customers and lead to a significant loss of trust.
- Test Before You Launch: While the reformulation of Coca-Cola was likely tested in focus groups, the scale of the backlash suggests that the brand did not fully appreciate how much people loved the original formula. Testing and gathering feedback are crucial before making drastic changes to a product.
Case Study 3: Tropicana’s Packaging Redesign (2009)
In 2009, Tropicana, a leading juice brand, launched a packaging redesign aimed at modernizing its image. The new design was intended to make the product look more premium and appealing to a younger audience. However, the redesign was a massive failure that ultimately cost the company millions of dollars and led to a decline in sales.
The new packaging featured a more minimalist design, removing the familiar orange-with-a-straw image and replacing it with a more generic look. Consumers found it difficult to identify their preferred product on store shelves, and many were confused by the change. The redesign was so unpopular that Tropicana received a massive amount of negative feedback, and sales of the product plummeted. After only a few months, Tropicana reverted to its original packaging, acknowledging the failure.
Lessons Learned:
- Brand Recognition Is Key: Tropicana’s original packaging had become an iconic visual identity for the brand. By changing the design too drastically, the company risked losing that crucial brand recognition. When redesigning packaging, it’s important to strike a balance between modernizing the look and maintaining elements that consumers associate with the brand.
- Customer Feedback Is Essential: Tropicana’s failure to gauge customer reaction before making the change was a significant misstep. Brands must always test packaging designs and ensure they align with consumer expectations.
- Don’t Underestimate Consumer Attachment: Consumers develop strong attachments to packaging because it’s often their first interaction with the product. A sudden, unanticipated change can confuse and alienate loyal customers.
Case Study 4: PepsiCo’s “Pepsi Blue” (2002)
In the early 2000s, PepsiCo launched a new beverage called “Pepsi Blue.” It was a berry-flavored soda that was bright blue in color, designed to appeal to a younger demographic with its bold flavor and vibrant hue. However, the product was a commercial failure and was discontinued after just two years on the market.
Pepsi Blue failed to resonate with consumers for several reasons. First, it was perceived as overly artificial in taste and appearance, with the unusual blue color and synthetic berry flavor feeling gimmicky to many. The product also struggled to establish a unique identity in the market, as it didn’t offer a compelling reason for consumers to choose it over other sodas. Despite heavy marketing efforts, Pepsi Blue never gained traction and was eventually pulled from shelves.
Lessons Learned:
- Don’t Overestimate Novelty: While innovation can be exciting, novelty alone doesn’t guarantee success. Consumers are looking for products that meet their expectations for taste, quality, and experience. A new product needs more than just an interesting color or flavor to stand out.
- Brand Identity and Consistency Matter: Pepsi Blue didn’t align with Pepsi’s core brand identity. While Pepsi was known for its classic cola flavor and refreshing taste, Pepsi Blue was a departure from that formula, leaving consumers confused about what the brand stood for.
- Understand Your Market: Pepsi failed to adequately assess consumer demand for a berry-flavored soda. Even though it was marketed as an exciting new product, it never truly connected with its target audience, leaving it on the shelf and out of favor.
Case Study 5: Coca-Cola’s “Coca-Cola Blāk” (2006)
Coca-Cola Blāk, a coffee-flavored soda, was introduced by Coca-Cola in 2006 with the goal of appealing to a growing market for energy drinks and coffee-flavored beverages. The product was marketed as a sophisticated blend of Coke and coffee, aimed at young adults who might be interested in a more complex flavor profile. However, despite a significant marketing push, Coca-Cola Blāk failed to achieve the anticipated success and was discontinued in 2008.
The product was met with confusion by consumers who didn’t know how to categorize it. Was it a soda? A coffee? Or something entirely new? The blend of coffee and cola flavors didn’t resonate with most consumers, and the product’s niche appeal made it hard for Coca-Cola to attract a broad enough customer base.
Lessons Learned:
- Market Research Is Crucial: Coca-Cola Blāk was an example of a product that didn’t fully take into account the preferences and expectations of the target audience. Market research and testing were essential to determine whether the blend of coffee and soda would resonate with consumers.
- Be Careful with Hybrid Products: While hybrid beverages (like coffee-flavored sodas) can be intriguing, they can also be a risky endeavor. Products that combine multiple categories may confuse consumers, and their lack of clear identity can hinder their success.
- Know When to Diversify: Coca-Cola has always been known for its classic soda products, and introducing a coffee-flavored soda may have been too much of a departure from the brand’s core identity. Understanding when and how to diversify is key for ensuring brand consistency.
Conclusion: The Importance of Learning from Marketing Failures
The beverage industry is no stranger to marketing missteps, and these failures offer valuable insights into what makes successful campaigns and what can lead to a brand’s downfall. Whether it’s through misreading consumer preferences, mishandling social issues, or failing to test new products thoroughly, failed beverage marketing campaigns have taught brands important lessons about authenticity, cultural sensitivity, and the importance of listening to their customers.
For beverage brands looking to succeed, it’s crucial to remain connected to the needs and desires of their target audiences. Successful marketing isn’t about being flashy or trendy; it’s about understanding what consumers want, delivering on those expectations, and maintaining a brand identity that resonates over time. By learning from the failures of others, beverage companies can avoid similar pitfalls and create campaigns that connect with consumers in meaningful ways.
As the beverage industry continues to evolve, the key to success will be innovation grounded in consumer insight, brand authenticity, and an unwavering commitment to providing quality products. Only then can beverage brands build lasting relationships with their customers and stay competitive in a crowded market.
