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Marketing Strategies That Failed Spectacularly - Part 2 - YouTube
Channel: BE AMAZED
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it seems these days companies will do
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anything for a bit of exposure but in
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that desperate search for attention
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marketing strategies occasionally go
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beyond just being ignored and explode
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into fantastical spectacles of utter
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failure let's get down to business with
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10 marketing strategies that failed
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spectacularly number 10
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bride inspection in 2017
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Aldys Chinese marketing team learned
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that comparing women to use cars is a
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seriously wrong turn after they released
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an ad promoting their used cars in the
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ad we see two people about to get
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married and in the middle of the
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ceremony however the groom's mother
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begins physically inspecting the bride
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with no care for her comfort or consent
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you know like you might do to livestock
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or in this case a used car in case that
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comparison wasn't clear enough as the
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scene concludes the caption an important
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decision must be made carefully appears
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on the screen
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obviously comparing women to property
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used property at that has a slightly
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troubled past and unsurprisingly this
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upset a few viewers people around the
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world especially in China called for a
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full boycott of the brand and social
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media sites blew up with detailed
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criticism of the ad the company tried to
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duck controversy by having a
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spokesperson claimed it was developed by
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a joint venture partner but people
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weren't satisfied by this and the
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outrage burned on for weeks
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number 9 pizza problems participating in
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a popular hashtag can be a clever way
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for a brand to gain some attention on
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social media sometimes though brands
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fail to check other uses of the hashtag
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to see whether their brand fits the
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narrative this was precisely the case
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with DiGiorno pizzas twitter account in
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2014
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around that time hashtag why I stayed in
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hashtag why I left were trending across
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social media and a collective effort to
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raise awareness about domestic violence
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and the nuances of each victim situation
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DiGiorno assumed the hashtag related to
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relationships in general not necessarily
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abusive ones driven by this
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misunderstanding they tweeted hashtag
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why I stayed yeah Pizza
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funnily enough people didn't take too
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kindly to their deeply personal
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discussions being hijacked by a brand to
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advertise pizza the tweet was deleted
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almost instantly after backlash port in
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the giorno apologized and insisted they
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didn't know the hashtags contacts
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beforehand they even sent out
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personalised apologies to anyone who
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tweeted at them for some time but no
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apology could cover that pepperoni
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shaped scar left on the brand's public
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image number eight
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Renault's pear mobile for some reason
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the people working at Renault in 1977
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decided the perfect shape for their car
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was that of a pear they really doubled
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down on this utterly bizarre idea in
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their ad campaign translated into
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English the ad boasted the Renault 14 is
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like a pear at the front a minimum of
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space for the transverse engine at the
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back maximum space for comfort well
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these are fairly good selling points
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basing a vehicle around a common non
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exotic fruit doesn't tend to get people
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over they excited more than that though
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is the fact that Lapua French for pear
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is also French slang meaning gullible
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obviously this isn't the label most
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potential buyers seek out when buying a
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car whatever reason you want to point to
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though Renault's pear rotted in the
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lukewarm air as Public Interest never
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rose while it was around now it's only
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remembered as a cornerstone example of
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what not to do when advertising a car
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number 7 laundry problems while the
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aforementioned DiGiorno scandal was
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likely a matter of good intentions and a
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lack of research this commercial for the
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Chinese detergent KOB is something else
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entirely to advertise their product they
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show a black man in paint stained
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clothes joining a Chinese woman doing
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laundry as it gets closer she grabs him
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and throws him into the washing machine
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after some time a Chinese man pokes his
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head out of the machines door and joins
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his newly satisfied partner it all
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rounds off with the claim that change
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begins with a chi OB pod
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well Chi OB I'm not sure race is the
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kind of change most people are looking
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for in their laundry products of course
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an advert associating black skin with
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dirtiness rightfully received widespread
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international anger but some of the most
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vocal response is coming from the
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it states his voices arose though many
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pointed out that the precedent for ads
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like this were pioneered by US
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advertisers throughout the 20th century
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that being said racial issues aren't
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unique to China or the USA so you'd
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think that virtually anyone could have
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foreseen that this laundry ad was
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heading the way of a washing machine
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full of bricks number 6 don't drink me
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Dasani Coca Cola's brand of bottled
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water is a commonplace billion-dollar
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product in the United States and the UK
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however Dasani is a rare sight in stores
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thanks to a disastrous promotional
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campaign back in 2003 they launched a
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massive UK campaign hoping to dominate
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the bottled water industry across the
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pond their marketing needed to be clever
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though after all UK customers expected
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their bottled water to be naturally
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sourced and Dasani was being bottled at
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a tap water plant in Kent to get the
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public on board they told them to sunny
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had spunk
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while spunk describes a quirky and
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energetic attitude in the states it
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means something else in the United
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Kingdom all I'll say is this it comes
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from Ben's nether regions and for most
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people it's the last thing you'd want in
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your bottled water
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besides the PR nightmare that caused the
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reality of what actually was in Dasani
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water would become a much bigger issue
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when people discovered that Dasani was
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essentially tap water coca-cola doubled
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down on the idea that their additional
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filtration measures made it taste better
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unfortunately it transpired the use of
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ozone and the additional measures
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reacted with compounds in the regular
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water and inadvertently added illegally
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high amounts of bromate and
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unfortunately for Dasani bromate has
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been linked to cancer growth regular tap
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water contained none of the substance at
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all Coke recalled half a million bottles
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and advised those who had purchased
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deciding not to drink it juggling these
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rather vicious messes and receiving no
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positive reception for their overpriced
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product Dasani had no choice but to pull
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out of the UK in March of 2004 water
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disaster number five an unfortunate
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prophecy this cringe-worthy case from
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the mid 2010's wasn't an instant failure
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but when it did fail it failed hard
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thanks to a very unfortunate coin set
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early in 2013 Nike unveiled a campaign
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with Oscar Pistorius who at the time was
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a widely loved double amputee Olympian
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runner one of the images that came out
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of it included a sequence of him
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starting a race decorated with the
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caption I am the bullet in the chamber
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it referenced his speed and power as an
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athlete the ad aged worse than sun-dried
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milk though
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as Oscar was arrested for gunning down
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his girlfriend not long after the ad
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debuted Nike shoved the campaign almost
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immediately but it stayed up on Oscars
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official site for a while longer
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keeping the controversy alive despite
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Nikes efforts when asked for comment
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nike officials repeatedly declined to
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discuss their previous endorsement of
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Pistorius along with their sponsorship
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deal they did however confirm their
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separation from him after further
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details of the case emerged though Nike
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would like the world to forget about the
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ordeal names - Pistorius his actions the
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campaign would be remembered as one of
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the most tragically disastrous in
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history number four an unexpected
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destination back in 2015 a German woman
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scanned the QR code on the back of her
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ketchup bottle expecting to be taken to
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the hindsight for design your own bottle
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contest but the URL the QR code led to
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featured images that don't fare
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particularly well with dinner when an
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unexpectedly took her to a pornographic
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website she decided it was worth sharing
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on Facebook and the discovery went viral
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overnight upon inspection Heinz
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discovered that the QR code had expired
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after the end of the promotion and had
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been snagged by a porn site looking for
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some extra marketing that's some
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creative brand exposure from the naughty
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web site but without sounding like Ned
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Flanders risking exposing children to
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that kind of content seems a little
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immoral it's certainly a funny story but
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not many condiment companies want to be
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associated with the carnal arts but if
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anyone's into that it seems science is
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the way to go number three toothpaste
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for dinner if I were to tell you that at
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one point toothpaste powerhouse Colgate
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tried to expand their market in the
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frozen dinners your initial reaction
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probably tells you why it didn't work
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it's just wrong I mean what next
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toothpaste and fresh orange ice cream
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without stopping to think whether they
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good in the early eighties Colgate
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launched their kitchen entrees range the
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total left turn from the purely
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toothpaste focused company made people
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wonder why and how would they be putting
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toothpaste in the food was the food
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meant to clean your teeth like dog
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treats these types of questions made the
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debut of Colgate kitchen entrees in 1982
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the height of the frozen dinner craze an
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extremely weird one the products in
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reality were surprisingly normal
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offering relatively healthy bland
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selections of microwavable dinners but
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despite the fact that they were
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essentially just standard microwave
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meals the attachment of the Colgate name
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ensured a certain level of weirdness
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stuck to them the weirdness
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unfortunately didn't lead to purchases
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out of curiosity and the product brushed
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itself off the shelves
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soon afterwards number two the ultimate
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trade in 2018 a Domino's branch in
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Russia was looking for a way to promote
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their brand more aggressively than ever
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before someone in the promotion's
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department must have had a few too many
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slices of extra spicy because they came
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up with a pretty crazy way to gain some
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publicity their idea was something along
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the lines of why don't have people
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tattoo our logo on them in exchange for
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a hundred free pizzas a year for life
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this flame crazy as it sounds might have
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been both eye grabbing and lucrative if
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they just accounted for one thing people
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really like pizza and the only thing
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they like more is giving it for free one
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thing led to another and after just five
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days more than 350 people got
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prominently displayed tattoos to secure
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their lifetime cheesy fix unable to keep
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up with this massive non paying customer
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base the branch had to shut down the
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promotion after progressively handing
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out 381 free pizza certificates to loyal
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participants as for those participants
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I'm sure you'll agree that a 2 was a
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small price to pay for free pizza every
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three days or so for life
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although following that kind of diet may
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turn a lifetime supply into about a year
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if your heart Ruiz have anything to say
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about it but at least that would
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slightly lightened Domino's profitless
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Pizza commitments number one bouncing
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back the story of Malala yousufzai is an
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extremely powerful one so it's
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understandable in my
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be used by a charity or humanitarian
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group for their purposes advertisements
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for a mattress company on the other hand
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are the last place you'd expect to see
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reference to you Sassy's story her story
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for those of you who don't already know
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made her the youngest ever recipient of
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the Nobel Peace Prize in 2014 at age 17
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Malala had been an active advocate of
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education rights for women in Pakistan
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which resulted in an assassination
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attempt by Taliban activists who opposed
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female education they shot Malala and
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left her for dead but she survived and
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told the world her story so if you were
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the head of a PR company how would you
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use the story of Malala yousufzai to
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advertise your clients mattresses if
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your answer to that question is what's
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wrong with you I would never consider
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doing such an insensitive and callous
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thing then you're already doing better
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than the india arm of PR firm Ogilvy and
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mother in 2014 and the poster they
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designed Malala is shown being shot
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falling down onto a curl on mattress and
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bouncing off it to accept a humanitarian
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prize everything's tied off with the
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caption bounce back after understandable
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backlash the PR company apologized
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claiming they would investigate how
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their standards were compromised in this
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case the attempt to make it appear like
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a momentary oversight rather than a
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decision that was greenlit by several
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members of the company's leadership
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didn't fool anyone consumers in
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publications around the world made it
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clear that unsurprisingly
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using a child's attempted murder to sell
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mattresses isn't something you can
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bounce back from easily which one of
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these spectacular failures gadget shake
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in your head did you think any of them
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were secretly wins instead let me know
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in the comment section below
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thanks for watching
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