Learn From Their Mistakes So You Don’t Make Them
The best lessons don’t always come from wins. Sometimes, the biggest brand insights come from watching what didn’t work and asking why. Here are a few missteps we can all learn from.
4 Brand Fails That Teach Us Something
Even the biggest brands get it wrong sometimes. And in every misstep, there’s a lesson worth learning (and more importantly applying!) before your next campaign.
1. Pepsi x Kendall Jenner (2017)
What was meant to be a feel-good message of unity quickly turned into one of the most criticized ads of the decade. The campaign, featuring Kendall Jenner handing a Pepsi to a police officer during a protest, was called out for trivializing real social justice movements.
The Lesson ➡ You can’t shortcut authenticity. If your brand is engaging with serious issues, your actions and your message need to be rooted in real values, not vague visuals. Audiences will always spot (and call out) performative purpose.
2. McDonald's #McDStories (2012)
This hashtag campaign asked customers to share heartwarming McDonald’s stories. Instead, it became a magnet for negative experiences, gross-out food tales, and Twitter roast sessions.
The Lesson ➡ Social media is not a controlled environment. Once you hand the mic to the internet, be ready for anything. Always pressure-test hashtags and consider the worst-case scenario before launch day.
3. New Coke (1985)
Despite market research showing people preferred the taste in blind tests, Coca-Cola’s decision to launch “New Coke” and scrap the original formula backfired hard. Loyal fans revolted. Coke backtracked.
The Lesson ➡ Data is powerful, but don’t forget emotion. People don’t just love the product, they love the story, the memory, the brand. Big changes to iconic products need to be made with deep respect for consumer connection.
4. Bic “For Her” Pens (2012)
Bic released pens marketed “for her”, slimmer, pastel, and… exactly the same as every other pen. Audiences (especially women) called out the lazy gender stereotypes immediately.
The Lesson ➡ Don’t build a brand on outdated thinking. Audiences are smarter, more vocal, and less forgiving when messaging feels condescending or out-of-touch. Inclusive marketing isn’t a trend, it’s the standard.
