Dove’s “Real Beauty” campaign has been very successful over the last 15 years. While Dove, took a chance and created their marketing campaign and had a lot of success, it made we wonder about marketing campaigns that haven’t been as successful and why.
One of the most recent campaigns that backfired was the Pepsi and Kendall Jenner Campaign in 2017. The marketing advertisement depicted Kendall Jenner; a famous Kardashian sister, being a part of a protest. In the mist of the protest, it showed Kendall Jenner defusing the situation between police officers and protesters by handing a police office a can of Pepsi. While the ad was meant to promote “peace, unity, and understanding” according to Pepsi, the general public did not take so kindly to the advertisement, especially with Police Brutality issues being a large topic of discussion in the United States. Many people felt as if the advertisement tried to make light of social and cultural issues in America. The ad was immediately removed from networks, although it can still be found on YouTube.
This particular advertisement was not successful because it made people feel negative emotions. When choosing the right campaign emotions play a large role into how people will view them. Although, the Pepsi advertisement was seen in a negative light, some companies get the campaigns right but don’t take in account how consumers will respond. A great example of this is McDonalds 90’s Szechuan Sauce comeback for one day marketing promotion. In this campaign, McDonald’s brought back their popular dipping sauce back for one day on account of it being mentioned on the popular cartoon “Rick & Morty”. The issue with this campaign wasn’t that people didn’t like it, they LOVED it! They customers loved it so much that in some cases the sauce packets were selling for as high as 300 dollars. When the locations started to run low on the Szechuan packets, some customers got irate, causing law enforcement to get involved. This campaign should have continued for more than just a day with thought to having enough product to accommodate demand.
The advertisement was a success but the execution was wrong. It caused a feeling of nostalgia for it consumers but they didn’t account for how that emotional feeling would play apart in the success of the campaign. While both advertisements were a failure in marketing standards, they both caused different emotional feelings for their customer base. When executing a marketing campaign research has to be properly so that it does not backfire on the brand image.