Companies like Gillette and Pepsi faced major backlash after trying to get involved in modern social movements. The little understood complexities of ‘going woke’ shows that even big brands with good intentions can end up rubbing people the wrong way. Let’s look back at some of the worst marketing failures by name brands in recent years.
Gillette
Gillette’s 2019 ad campaign addressing toxic masculinity sparked a polarizing response from its customer base. While intended to promote positive behavior changes, it was perceived by many as accusatory towards its core male audience, leading to a notable backlash and reported financial losses. The brand struggled to balance social commentary with its established image.
Pepsi
In 2017, Pepsi attempted to tap into the social justice movement with an ad featuring Kendall Jenner offering a soda to a police officer during a protest, which was meant to evoke a message of unity. Instead, the ad was widely criticized for trivializing the complexities of race relations and protest movements, leading to a swift retraction and apology from the company.
Starbucks
Starbucks faced backlash after announcing in 2015 that baristas would start conversations about race with customers by writing “Race Together” on coffee cups. The initiative intended to promote racial unity but was met with criticism for being inappropriate and overly ambitious for a coffee chain setting. It was quickly discontinued after overwhelming negative feedback.
Nike
Nike’s decision to feature Colin Kaepernick, known for kneeling during the national anthem to protest racial injustice, as the face of their 30th-anniversary campaign was highly contentious. While the move solidified support among younger, more diverse consumers, it alienated a significant portion of its traditional customer base who viewed the protest as unpatriotic.
Dick’s Sporting Goods
In 2018, Dick’s Sporting Goods took a strong stance on gun control by announcing it would stop selling assault-style rifles and raise the minimum age for gun purchases to 21. This decision was met with both praise and intense boycotts from Second Amendment supporters, impacting sales and dividing its customer base.
Ben & Jerry’s
Ben & Jerry’s intense focus on issues like refugee rights and climate change has occasionally alienated customers who look for escapism rather than political messaging in their ice cream choices. The brand relies on the loyalty of consumers who share its values.
NFL
The NFL experienced significant viewership declines amid ongoing national anthem protests that it struggled to manage effectively. Attempts to please both sides—supporting players’ rights to protest while respecting the national anthem—resulted in a muddled response that satisfied few.
Target
Target announced a policy in 2016 that allowed transgender customers and employees to use the bathroom that corresponds to their gender identity. While aiming to be inclusive, the policy sparked a nationwide boycott by conservative groups, claiming it jeopardized customer safety.
Budweiser
In its 2017 Super Bowl commercial, Budweiser showcased its co-founder’s immigrant roots in a pro-immigration message. The ad, coming during heightened political debate on immigration policy, faced both praise and calls for boycotts from those opposed to its message.
Lush
Lush Cosmetics has long been vocal about environmentalism and animal rights, but it faced backlash when it took a strong stance against police corruption. Their campaign “Spycops,” which criticized undercover police operations, was deemed anti-police, causing uproar and calls for boycotts among those who felt it was a step too far.
H&M
H&M’s 2018 “Coolest Monkey in the Jungle” hoodie ad featuring a Black child sparked accusations of racism and insensitivity, leading to product withdrawals and celebrity denunciations. This incident highlighted the dangers of cultural tone-deafness in advertising.
NBA
The NBA faced criticism from multiple angles after initially hesitating to openly support or condemn Daryl Morey’s pro-Hong Kong tweet due to its business interests in China. The league’s attempt to straddle the line between supporting free speech and maintaining business relationships alienated fans and players alike.
Audi
During the 2017 Super Bowl, Audi aired a commercial promoting gender pay equality. While the message was broadly supported, the brand faced scrutiny when it was revealed that Audi’s executive team was predominantly male. The perceived hypocrisy dampened the campaign’s impact and highlighted the importance of aligning a brand’s message with its internal practices.
Chick-fil-A
Chick-fil-A’s longstanding donations to anti-LGBTQ organizations have sparked years of controversy and boycotts, significantly affecting its public image. Although it announced in 2019 that it would cease donations to such groups, the brand has struggled to shake its previous image.
Dropbox
Dropbox faced employee backlash and public scrutiny when it appointed former Secretary of State Condoleezza Rice to its board, given her involvement in the Iraq War and surveillance practices. The decision was seen as at odds with the tech community’s values around privacy.
Under Armour
Under Armour faced backlash when CEO Kevin Plank expressed support for President Trump’s pro-business approach, leading to a public outcry from customers who opposed the administration’s policies. This led to boycott threats and public disagreements from the brand’s sponsored athletes, reflecting a divide between the company’s management and its endorsers.
AT&T
AT&T encountered controversy with its public endorsement of the Equality Act, which aims to protect LGBTQ+ rights. Despite the intention to promote inclusivity, the move led to backlash from conservative consumer groups who viewed the stance as too politically charged.
Whole Foods
Whole Foods found itself at the center of controversy after it attempted to promote inclusivity by organizing a “Drag Queen Story Hour” at one of its locations. The event drew significant opposition from conservative groups, leading to protests and calls for boycotts.
American Airlines
American Airlines faced a customer boycott after tightening its policies on emotional support animals, which many passengers relied on for comfort during flights. The policy change, intended to ensure safety and comfort for all passengers, was seen by some as overly restrictive and insensitive to those with mental health needs.
Keurig
Keurig was caught in a crossfire of social media backlash after pulling advertising from a conservative news show, leading to calls for boycotts from viewers who supported the program. The brand initially aimed to remain neutral in a politically charged environment but ended up facing significant destruction of its products in protest.
Grubhub
Grubhub CEO’s post-election email to employees suggesting that those who supported discriminatory policies should resign sparked a public relations crisis, with accusations of intolerance and calls for a boycott. While intended to affirm the company’s commitment to diversity, the message was perceived as exclusionary.
Zara
Zara faced accusations of cultural appropriation and insensitivity after releasing a line of skirts that closely resembled a traditional African sarong without acknowledging the cultural significance. The backlash was swift, with critics arguing that Zara was exploiting cultural symbols for profit without proper respect or context.
Disney
Disney received criticism for its 2020 decision to add content warnings to classic films on its streaming platform that contain outdated or culturally insensitive depictions. While intended to address modern social sensitivities, the move angered some fans who saw it as an overreach and an attempt to revise history.
