Even the biggest and most well-known brands have made mistakes by ignoring cultural diversity in their campaigns. These mistakes not only affect the company’s reputation, but can also lead to significant financial losses. Below we can look at some examples of campaigns that failed and the lessons learned from these mistakes.
1. Examples of failed campaigns
Pepsi and the Kendall Jenner ad (2017)
Pepsi attempted to capitalize on social movements with an ad featuring Kendall Jenner handing a can of Pepsi to a police officer in the middle of a protest. The ad was widely criticized for trivializing serious social issues and removing the focus from legitimate struggles.
Dolce & Gabbana and the advertisement in China (2018)
The brand launched a series of advertisements in attorney email list which a Chinese model tried to eat Italian food with chopsticks . The ads were perceived as offensive and stereotypical, leading to a massive boycott in China.
Coca-Cola and its campaign in Russia (2016)
In a promotional post on social media, Coca-Cola shared a map of Russia that excluded Crimea, sparking controversy in both Russia and Ukraine. The campaign ended up alienating both sides of the conflict.
2. Lessons learned
Knowing the socio-political context is crucial
Pepsi and Coca-Cola's mistakes demonstrate that brands must be aware of sensitive issues and approach these matters with extreme caution. A lack of knowledge about the context can irreversibly damage the public perception of the brand.
Avoiding stereotypes and generalisations
Dolce & Gabbana underestimated cultural sensitivity in China, highlighting the importance of working with local teams to validate campaigns before launching them.
Pre-test with local audiences
Testing a campaign with a small group of people in your target market can help identify potential issues before launching globally.
Prioritize authenticity and empathy
Successful campaigns are those that not only adapt to the market, but also respect and genuinely reflect its values and customs.
By learning from these examples, brands can avoid repeating the same mistakes and build stronger, more authentic relationships with their global audiences.
Benefits of Cultural Intelligence for organizations