In today’s digital-first world, social media is often the main avenue for brands to connect with their customers. It’s a platform where brands can showcase their values, engage with consumers in real time, and foster loyal relationships. However, not all brands understand the power of social media or the sensitivity required when communicating with audiences. Some brands fall into the trap of clumsy, tone-deaf, or outright offensive social media campaigns, undermining their reputation and alienating their customer base.
This op-ed will examine five consumer brands that have suffered from disastrous social media campaigns. These examples provide important lessons for companies looking to build a meaningful, trustworthy digital marketing presence.
1. Pepsi: “Live For Now” with Kendall Jenner (2017)
Pepsi, one of the world’s most iconic beverage brands, faced a social media disaster in 2017 with its “Live For Now” campaign. The ad, which featured model Kendall Jenner, tried to connect Pepsi with social justice movements, but it ended up being widely criticized for trivializing serious issues. The commercial depicted a protest scene where Jenner, after seeing tense police officers, hands a can of Pepsi to an officer, diffusing the situation and bringing peace.
Why It Went Wrong:
- Tone-Deaf Messaging: The attempt to connect a soda brand with social justice movements and protests was widely seen as a mockery of the Black Lives Matter movement and other global protests. The ad came off as tone-deaf, as it tried to commodify and oversimplify complex social and political issues.
- Cultural Insensitivity: By using a high-profile celebrity like Kendall Jenner and placing her in the middle of the protest, Pepsi missed the mark in understanding the cultural context of activism, making the ad seem like an attempt to profit off serious social unrest.
- Backlash and Apology: The backlash was swift, with social media users expressing outrage at Pepsi’s attempt to “cash in” on important social movements. Pepsi eventually pulled the ad and issued an apology, but the damage was done. The brand’s attempt at social relevance ended up alienating many of its potential customers.
Lesson Learned:
Social media campaigns need to be culturally aware and avoid leveraging serious societal issues for marketing gain. Brands should carefully consider the message they are sending, particularly when dealing with sensitive subjects like race and social justice.
2. H&M: “Coolest Monkey in the Jungle” Hoodie (2018)
In 2018, Swedish retailer H&M found itself at the center of a social media firestorm after posting an image of a Black child modeling a hoodie with the words “Coolest Monkey in the Jungle.” While the brand likely intended the hoodie to be playful, the ad was seen by many as racially insensitive. Social media users quickly pointed out the problematic nature of the phrase, particularly given the historical use of “monkey” as a racial slur.
Why It Went Wrong:
- Racial Insensitivity: The choice of a Black child to model the hoodie, alongside the phrase “Coolest Monkey in the Jungle,” was perceived as a clear case of racial insensitivity. The hoodie’s slogan, combined with the child’s race, seemed to echo painful stereotypes and brought a backlash from consumers who were quick to call out the brand for perpetuating harmful racial tropes.
- Delayed Response: H&M initially defended the image, but as the backlash intensified, they were forced to apologize and remove the product from stores. The brand’s slow response only exacerbated the situation.
- Celebrity Boycotts: High-profile celebrities like The Weeknd and G-Eazy severed ties with H&M, further damaging the brand’s reputation.
Lesson Learned:
Brands must be sensitive to issues of race and culture when crafting social media campaigns. It’s crucial to understand the context and history behind the imagery and language used in marketing to avoid inadvertently alienating or offending consumers.
3. Dolce & Gabbana: “Eating with Chopsticks” Ad (2018)
Italian luxury brand Dolce & Gabbana found itself embroiled in controversy over a campaign designed to promote a Shanghai fashion show in 2018. The campaign included a series of videos showing a Chinese model struggling to eat Italian food with chopsticks. The videos, which were released ahead of the fashion show, were widely criticized for their racist and stereotypical portrayal of Chinese culture.
Why It Went Wrong:
- Cultural Appropriation: The video seemed to reduce an entire culture to a caricature. Many viewers saw it as an example of cultural appropriation, where a brand uses elements of a culture without understanding or respecting its significance.
- Racial Stereotypes: The depiction of the Chinese model’s difficulty with chopsticks reinforced negative stereotypes about Chinese people’s inability to navigate other cultures, further fueling the criticism.
- D&G’s Response: The controversy was exacerbated when co-founder Stefano Gabbana made disparaging comments about China in a series of Instagram direct messages that were leaked online. Despite an apology from the brand, the damage was irreversible, with many Chinese consumers boycotting the brand.
Lesson Learned:
Cultural sensitivity is essential, especially when marketing to diverse international audiences. Brands must ensure that their campaigns and content are respectful and avoid reinforcing harmful stereotypes. When a brand gets it wrong, a quick and sincere apology is necessary to rebuild trust.
4. United Airlines: “Passenger Removal Incident” (2017)
While United Airlines is primarily a service-based brand, its social media missteps in 2017 were monumental and serve as a cautionary tale for consumer brands with an online presence. When a passenger was violently dragged off an overbooked flight, video footage of the incident quickly went viral on social media. United Airlines’ response to the crisis made things worse, sparking even more outrage from customers.
Why It Went Wrong:
- Initial Defensiveness: United Airlines first issued a statement that seemed to justify the removal of the passenger, blaming the situation on the passenger’s refusal to leave. This defensive tone did not resonate with outraged consumers, who felt that the airline was minimizing the mistreatment of the passenger.
- Social Media Backlash: The video of the incident spread across all social media platforms, causing immediate backlash. Hashtags like #BoycottUnited trended, and United Airlines quickly became the subject of widespread scorn.
- Slow Response to the Crisis: United’s initial response was delayed and ineffectual. CEO Oscar Munoz was slow to issue an apology, and when he finally did, it lacked the empathy that consumers were looking for. It took several days before a more sincere, regretful response came from the company.
Lesson Learned:
Social media is a powerful tool for both positive engagement and rapid crisis escalation. Brands must act quickly and with empathy during crises, especially when responding to negative publicity. Ignoring or defending problematic actions can quickly escalate the issue and damage the brand’s reputation.
5. American Apparel: “Hurricane Sandy” Ad (2012)
American Apparel, a brand known for its provocative and often controversial marketing campaigns, crossed a line with its “Hurricane Sandy” ad in 2012. The ad, which was sent out via email, depicted a model in a seductive pose wearing the brand’s clothing, with the tagline “In case you’re bored during the storm.” The ad was sent out just as Hurricane Sandy, one of the most devastating storms in recent history, was impacting the East Coast of the United States.
Why It Went Wrong:
- Insensitive Timing: The ad was widely condemned for its tone-deafness, as it appeared to make light of a deadly natural disaster. The storm caused widespread destruction, flooding, and loss of life, making the campaign seem distasteful and inappropriate.
- Sexualized Content: The ad’s use of a sexualized image of a model in the context of a natural disaster felt exploitative to many. The juxtaposition of a serious disaster with a suggestive ad undermined the gravity of the situation.
- Backlash and Apology: The backlash on social media was immediate, with many calling for a boycott of the brand. American Apparel responded with an apology, but the damage to its image was significant.
Lesson Learned:
The timing of a social media campaign is crucial. Brands need to be aware of ongoing events or crises and avoid inappropriate or insensitive content. Even if a campaign is intended to be playful, it’s important to gauge the emotional and cultural climate to ensure that it doesn’t unintentionally offend or upset customers.
The five brands discussed in this op-ed – Pepsi, H&M, Dolce & Gabbana, United Airlines, and American Apparel – all suffered significant damage to their reputations due to their poorly executed social media campaigns. These examples underscore the importance of cultural awareness, sensitivity to current events, and responsiveness when managing a brand’s social media presence.
In the digital age, where information spreads instantly, and public sentiment can shift in a matter of hours, brands must be diligent in crafting thoughtful, inclusive, and respectful messages. When things go wrong, a quick, genuine, and empathetic response can go a long way in mitigating the damage. Brands that fail to learn from these mistakes risk losing customer trust and loyalty, which can have long-lasting repercussions.
In the future, consumer brands should approach social media with caution, ensuring that their messages are authentic, considerate, and aligned with their core values. The road to recovery from a social media misstep is long, but with the right approach, brands can rebuild and strengthen their relationships with consumers.
