Marketing Failures: When Crisis Communication Was Needed Most

Think of the last time you made a mistake as a marketer 😬. We’ve all been there. Mistakes happen, and even the most well-thought-out campaigns can miss the mark. But when things go wrong, there’s one skill that becomes absolutely crucial: Crisis Communication. In today’s post, we’re breaking down three of the biggest brand failures, how these brands managed their crises, and the lessons we can learn as marketers.

1. Pepsi’s Kendall Jenner Ad (2017)

The Fail: Pepsi launched an ad featuring Kendall Jenner that was meant to promote unity and peace. Instead, it was widely criticized for trivializing social justice movements like Black Lives Matter. The ad showed Jenner handing a Pepsi to a police officer during a protest, which many felt oversimplified serious issues.

The Response: Pepsi quickly pulled the ad and issued a public apology, acknowledging that they missed the mark and never intended to make light of any serious issue.

Lesson Learned: Pepsi’s failure highlights the importance of understanding the social and cultural context before launching a campaign. In crisis communication, acknowledging the mistake and responding swiftly is critical. Pepsi’s quick removal of the ad and apology helped mitigate some of the backlash, but the damage was already done.

2. United Airlines’ Passenger Removal Incident (2017)

The Fail: In 2017, a video went viral of a United Airlines passenger being forcibly removed from an overbooked flight. The disturbing footage sparked global outrage and led to a massive PR crisis for the airline.

The Response: Initially, United’s CEO issued a statement that many perceived as insensitive, referring to the passenger as “disruptive and belligerent.” However, after intense backlash, the company issued a second, more heartfelt apology and promised to review their policies.

Lesson Learned: This incident underscores the importance of an immediate and empathetic response. In crisis communication, the first statement sets the tone. United’s initial response came off as defensive, which only fueled the backlash. A genuine and empathetic approach should always be the priority in crisis situations.

3. H&M’s "Coolest Monkey in the Jungle" Hoodie (2018)

The Fail: H&M faced severe criticism after featuring a young Black boy wearing a hoodie with the slogan “Coolest Monkey in the Jungle” on their website. The image was widely condemned as racially insensitive and sparked a global outcry.

The Response: H&M quickly removed the image and issued a public apology, stating that they missed the mark with this product. They also announced an internal review and made changes to their practices to prevent such issues in the future.

Lesson Learned: H&M’s failure highlights the importance of diversity and cultural sensitivity in marketing. The brand’s swift removal of the product and public apology were essential steps in their crisis communication, but the incident emphasized the need for more robust checks to avoid such blunders.

Crisis communication is a tricky skill to practice and perfect, but it’s essential for every marketer. When things go wrong, how you respond can either salvage your brand’s reputation or further damage it. That’s why mastering crisis communication is so crucial.