Here are 25 examples of social media campaigns that faced significant backlash or failed to meet their goals:
- Pepsi’s Kendall Jenner Ad (2017): Pepsi faced criticism for trivializing social justice movements by featuring Kendall Jenner in a commercial that seemed to co-opt protest imagery.
- H&M’s “Coolest Monkey” Hoodie (2018): H&M faced backlash for featuring a Black child wearing a hoodie with the phrase “coolest monkey in the jungle,” which many found offensive and racially insensitive.
- Dove’s “Racially Insensitive” Ad (2017): Dove’s ad showing a Black woman turning into a White woman after using their product was criticized for being racially insensitive.
- United Airlines’ Passenger Removal (2017): United Airlines faced a PR crisis after a passenger was forcibly removed from an overbooked flight, leading to widespread negative coverage on social media.
- Woolworths’ “White Only” Sign (2018): Woolworths Australia faced backlash for a social media post that featured a “White Only” sign in a historical context, which was considered offensive.
- Nivea’s “White is Purity” Ad (2017): Nivea’s campaign with the tagline “White is Purity” was criticized for being racially insensitive and promoting white supremacy.
- McDonald’s “#McDStories” (2012): The hashtag #McDStories backfired when users used it to share negative experiences with McDonald’s, leading to a flood of unfavorable posts.
- Kendall Jenner’s Fyre Festival Promotion (2017): Kendall Jenner’s promotion of the Fyre Festival, which turned out to be a fraudulent event, led to criticism and damage to her reputation.
- Bloomingdale’s “Date Rape” Ad (2015): Bloomingdale’s faced backlash for an ad suggesting that “spiked” drinks were part of a date night, which many found to be insensitive and inappropriate.
- Adidas’ “Boston Strong” Post (2013): After the Boston Marathon bombing, Adidas’s “Boston Strong” campaign was criticized for being opportunistic and insensitive.
- Gillette’s “Toxic Masculinity” Ad (2019): Gillette’s ad addressing toxic masculinity faced backlash from some viewers who felt it was too preachy and alienating.
- Sony’s “PlayStation Vita” Teaser (2011): Sony’s teaser campaign for the PlayStation Vita was criticized for being misleading and failing to communicate the product’s value effectively.
- DiGiorno Pizza’s “#WhyIStayed” Tweet (2014): DiGiorno Pizza’s tweet using the hashtag #WhyIStayed, which was associated with domestic abuse awareness, was widely condemned for being insensitive.
- PETA’s “Holocaust on Your Plate” (2003): PETA’s campaign comparing animal slaughter to the Holocaust was widely criticized for being offensive and disrespectful.
- Snapchat’s “Would You Rather” Ad (2018): Snapchat’s ad that asked users if they would prefer to “slap Rihanna” or “punch Chris Brown” was seen as offensive due to the context of domestic abuse.
- Heineken’s “Light Beer” Ad (2018): Heineken faced criticism for a commercial that featured a “light” beer being moved past darker-skinned individuals, which some found racially insensitive.
- PepsiCo’s “Live for Now” (2017): PepsiCo’s campaign featuring a celebrity protest scene was criticized for commercializing serious social issues.
- American Apparel’s “Hurricane Sandy” Ad (2012): American Apparel’s promotion offering discounts during Hurricane Sandy was criticized for being opportunistic and insensitive.
- Ikea’s “Rape” Ad (2015): Ikea’s ad, which featured the word “rape” on furniture, was criticized for being inappropriate and distasteful.
- Taco Bell’s “Taco Emoji” Campaign (2015): Taco Bell’s push for a taco emoji was criticized for being out of touch and lacking substance.
- Bud Light’s “Up for Whatever” (2015): Bud Light’s campaign faced backlash after a tagline was interpreted as promoting irresponsible drinking and non-consensual behavior.
- Victoria’s Secret’s “Perfect Body” Campaign (2014): Victoria’s Secret was criticized for its “Perfect Body” campaign, which many saw as promoting unrealistic body standards.
- Volkswagen’s “Clean Diesel” (2015): Volkswagen’s promotion of their clean diesel vehicles was discredited after the emissions scandal revealed the cars were not as environmentally friendly as advertised.
- Urban Outfitters’ “Kent State” Sweatshirt (2014): Urban Outfitters faced criticism for selling a sweatshirt with bloodstains that appeared to reference the Kent State shootings.
- Ford’s “Hashtag” Campaign (2015): Ford’s use of a hashtag in an ad campaign was criticized for being gimmicky and not connecting well with the target audience.
These campaigns illustrate the risks of misjudging cultural sensitivities, failing to align with audience values, and poorly handling public relations
