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Top 5… Marketing Blunders

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No publicity is bad publicity apparently, but when marketing whizz kids start to verge on offensive it might be a good idea to tone down some advertising campaigns. Here are some examples of campaigns that could have benefited from a little more caution.

 

1. No girls allowed: Ikea Saudi Arabia decided to Photoshop out all women from their catalogue, causing uproar in a country struggling against sexist stereotypes. The brand later apologised for going against its company ideals.

 

2. Bad dads: Huggies was forced to change its “Dad Test” campaign after its launch showed deficient fathers, unable to cope when mums were away. The campaign was revised to show dads as loving and careful, and by no means, a threat to their children!

 

3. Pens for girls: I actually quite like the Bic Her pens, but they caused offence across Amazon review panels who didn’t appreciate the way they fit comfortably in a woman’s hand, or the special pink and purple colours.

 

4. Poppa-chips: Ashton Kutcher caused uproar when he browned his face and put on a thick Indian accent for the Popchips adverts. The advertisement ran a very short course thanks to complaints of racism.

 

5. Nazi retail therapy: A store in India had to quickly change its store name when a bright spark lit up the shop front with the name “Hitler”.

 

It is very difficult to create marketing campaigns that can intrigue an audience and be a memorable addition to the many successful campaigns that have come before. However, stooping to sexist, racist and other cultural stereotypes add very little to an otherwise imaginative, creative and very challenging field of work. There have been several successful campaigns that stay well away from causing any offence and it is a wonder why some marketers feel it necessary to reduce themselves to such levels in a world that is constantly evolving and merging across cultures and societies.


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