Hello ladies and gents this is the Viking telling you that today we have a marketing professor who wrote this lovely post I hope you like it.
1. Pepsi Trivializes Social Justice Movements
Here’s What Happened
This one’s still fresh. At the beginning of April 2017, Pepsi debuted an ad depicting Kendall Jenner in the middle of a photoshoot when she spots a protest happening in the middle of the street. Beckoned by a nod from a passing protestor, she whips off her wig to join in.
Things don’t get really bad, though, until she walks up to a police officer manning the protest crowd and hands him a Pepsi, therefore stopping protests—and socioeconomic conflict, racial tension, gender inequality, and really just, like all bad vibes—forever.
Why It Missed the Mark
Pepsi mistook social justice movements for opportunities to sell soda, which is pretty disrespectful to the people who have suffered and sacrificed for the sake of protest and change.
What’s worse? At the center of Pepsi’s apology wasn’t BLM supporters or Women’s Marchers as expected, but Kendall Jenner herself.
Takeaway
Wanting to lend a helping hand for social change is good. Using serious social issues to sell a product is insensitive and insulting.
2. Bloomingdale’s Is…Okay with Date Rape?
Here’s What Happened
Bloomingdale’s wished their catalogue readers a cheery holiday with this creepy ad copy:
The internet was outraged, most social media users finding it unbelievable that the ad was even real and actually approved by Bloomingdale’s higher-ups.
Why It Missed the Mark
In an attempt to stand out, Bloomingdale’s lapse in judgment resulted in an ad that possibly was supposed to be quirky or funny, but ended up being creepy and outrageously offensive.
For women? It’s frightening. For men? It’s embarrassing. And for victims of date rape? Absolutely horrifying.
Takeaway
“What are the implications of what we’re saying? Are those implications good or bad?” That’s what you have to ask yourself with every piece of ad copy you approve or write.
3. Bud Light Says No Doesn’t Mean No
Here’s What Happened
In 2015 Bud Light debuted a new tagline to go with their Up For Whatever campaign:
One might call it an honest mistake, since at first glance it seems like it does fit in really well with the whole “Up For Whatever” personality the brand is going for. But then we remember that the phrase “No Means No” is a thing—and that combining alcohol and the implication that no….doesn’t mean no? in an ad is a bad idea.
Why It Missed the Mark
USA Today said it perfectly: “[the ad evoked] concerns about alcohol-fueled rape culture.”
Takeaway
Again: “What are the implications of what I’m saying?” You and your marketing team must ask this at every turn. To not do so is irresponsible marketing.
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