Everything from tone deaf racism to poor-shaming⦠sex-trafficking to virus spreading⦠There were some very inappropriate ads that ran in 2020. Some of these brands fessed up, and others are sticking to their guns. But one thing is for sure, they were all HUGE marketing fails.
Now, letās talk about a little thing called⦠TRUST.Ā
A brand without trust wonāt get far these days, and Iāve said it time and time again that itās not enough to just sell a good product anymoreā¦Ā
People want to buy good products, from good people, who share their morals, beliefs, and values.
They want to buy from brands they TRUST.
Once a brand loses the trust of its customers⦠theyāre unlikely to EVER win that customer back again. Thereās too much competition out there, so if one brand doesnāt align with its customersā values, theyāll just take their business (and money) to a one that DOES…
And because of that ā one little marketing *whoopsies* can really make or break any brand or business these daysā¦Ā
Just ask these 10 brands that faced some serious heat in 2020, thanks to their major marketing fails…
Hey Posse! Whatās up, itās Alex!Ā
And in this weekās post, Iāll be talking about 10 marketing strategies that were totally face-palm-worthy in 2020⦠and yes, Iāll just tell you right now. One of them DOES involve āa Karenā.Ā
Now, whether your name is Karen, Bob, Billy, Sue, Sally, or anything in between⦠be sure to leave me a comment below to let me know youāre here!Ā
And if youāre new to the crew⦠welcome!
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Okay, letās get started with my list of major marketing fails in 2020 (heads up ā these are SERIOUSLY CRINGEY) and will definitely make you feel uncomfortable⦠which is why we should talk about it.
1. Kraft

Image from Kraft on Instagram
What started as a well-meaning marketing attempt to promote their beloved Mac ānā Cheese product on National Noodle Day⦠quickly spiraled out of control when Kraft launched this marketing campaign, urging people to āSend Noodsā to their loved ones during the pandemic, to provide comfort and make them smile.Ā
The campaign quickly received tons of negative feedback and backlash from the public. Many people calling Kraftās attempt at a āfunnyā marketing campaign wildly inappropriate, considering the fact that their main target audience is – you know – children.Ā
Some critics even accused the company of promoting child sex-trafficking and exploiting children to sexual suggestions and innuendos.Ā
Yikes. Not the type of PR Kraft was looking for. They promptly removed the content from all of their channels.
2. L’OrĆ©al Paris
The Black Lives Matter movement blew up to huge proportions in 2020, and rightfully so. After countless unjust murders of black citizens and literally centuries of systemic racism in the U.S. and other places all over the world, thousands of protestors took to the streets to fight for equality and justice
And naturally, many businesses and brands shifted their marketing to show their support and stand in solidarity with the movement and all it entails. Which is great⦠except when this marketing is NOT a genuine reflection of the brandās values or viewpoints.Ā
L’OrĆ©al Paris was one of many brands that received public backlash for its seemingly inauthentic statement regarding the movement.Ā
In 2017, L’OrĆ©al Paris ended its contract with its first-ever transgender ambassador after she spoke out about racism and white supremacy… claiming that her statements were āat oddsā with the brandās values.Ā Ā
Naturally, the black community was quick to call out the makeup company on their blatant gaslighting and fake attempt to stay relevant.Ā
I feel like I shouldnāt have to say this⦠but ājumping on the bandwagonā is not good marketing. If your brand doesnāt genuinely support the values and ideals of a particular movement or cause, then it should not claim that it does without taking some SERIOUS action to back it up.
Performative marketing is just not cool.
3. Giant Foodsā
Now hereās an example of what happens when you donāt consider current events in your marketing strategy…
This U.S. supermarket chain ran a full-page ad encouraging people to host gatherings for the Holidays, and even *gasp* share food!Ā
Their advertisement, which featured a platter of classic āfinger foodsā such as shrimp, fruit, and cheese, also read āHosting? Plan a Super Spreadā…
*crickets*
Super spread ā thatās your marketing message in 2020!?!??!Ā
Hmmm⦠probably not the best message to send out in the middle of a global pandemic.Ā
Giant Foods later apologized for the insensitivity of their Advertisement, stating they realized that, in hindsight, it probably wasnāt the best choice of words.Ā

Photo from Huffpost
4. Darlie Toothpaste
After the murder of George Floyd sparked social justice movements all over the world, many brands began the long-overdue process of re-branding their racist logos or marketing campaigns⦠companies like Quaker Oats with Aunt Jemima, and Uncle Benās Mrs. Butterworth’sā¦
But one of the more appalling re-brands that the public demanded was Colgateās “Black Person Toothpasteā brand, Darlie, one of Asiaās best-selling toothpaste brands.
Founded in 1933, the toothpaste brand was initially named āDarkieā. Its original logo was a man in Blackface wearing a top hat and tuxedo while showing off his shiny white teeth with a big smile…Ā
The brand has been criticized for its racist mascot for decades and has only made minor tweaks over the years⦠such as changing the name from Darkie to Darlie, and changing the face of the man in the logo to be more āracially ambiguousā…
Now Colgate is being criticized for ādragging its feetā after it claimed it would be āreviewing and evolvingā the brand back in June.Ā
Itās brands like this that really make me wonder⦠HOW do you even exist? I mean some brands should just be straight-up eliminated immediately.
5. The Safety Warehouse
What happens when your advertisement builds off peopleās biggest hopes, BUT itās also extremely misleading?
Well just ask the Safety Warehouse, who publicly advertised āNew Zealand’s first-ever mass cash dropā, with the vague promise of $100,000 āin valueā would be falling from the skyā¦
People showed up in mass numbers for the event, but when the cash drop began, and people realized that the money falling from the sky wasnāt real, but instead fake cash and $500 vouchers⦠a riot quickly began.Ā
The Safety Warehouse stands behind its marketing, stating that āreal money was given outā at the event. However many other people think their marketing strategy was dishonest and distasteful, playing on the hopes and dreams of people who needed money the most.
Definitely not very good marketing, especially during a global economic crisis when hundreds of thousands of people are struggling to find jobs or make ends meet. Not cool.Ā
6. Unilever’s Fair & Lovely
Another epic fail rebranding attempt⦠the Asain whitening skin care product Fair & Lovely, renamed itself to Glow & Lovely in response to the global outcry to end racism.
However, the brand failed to address how itās product (*ahem* a whitening cream) contributes to the issue of racism in the first place…Ā and it continues to push the same product under the revised brand name.
Someone shouldāve told them that changing the name of their product doesn’t mean shit, especially if the product is STILL rooted in racism.
7. Aldi
Now hereās another example of a completely well-meaning marketing attempt, that just read the room very, very badly⦠and as a result, ended up offending a lot of people and coming off as insensitive and unaware.
Aldi grocery store teamed up with a popular social media influencer and created the #AldiPooresetDayChallenge. With the idea that January 24th is referred to as the poorest day of the year, because of all that post-holiday spending.Ā
The influencer was āchallengedā to feed her family of four on a budget of $32/week, shopping exclusively at Aldi and showing her grocery hauls and meals to her following.Ā
Although Aldi had good intentions of demonstrating how far the dollar could be stretched in its stores, the challenge left a bad taste in the mouths of many people⦠coming off as insensitive to the families that were barely scraping by, and on budgets much smaller than $32/week.Ā
Many felt as though the store was making a game out of peopleās real-life struggles and hard-ships.Ā
8. VolkswagonĀ
Now, this might be one of the most face-palm-worthy marketing fails of the year⦠and in a MASSIVE company like Volkswagen, it really makes you wonder who the hell is approving these things?
This German Volkswagen video ad was promoting their new car, Golf 8. It showed a GIANT white hand pushing a black bystander away from a parked Golf, before flicking him into a restaurant called Petit Colon, which translates from French to the Little Colonist.
After the ad caused a massive uprise on social media, the ad was removed and Volkswagen issued an apology for the ad…Ā
“No one from the team realized that flicking away a person is inappropriate on its own ā and racist in the context shown. We should never have made a mistake like that. Neither the agencies nor we. We must apologize for that ā with no ifs and buts. And ensure that something like it can never happen again.”
Volkswagon, which was founded in 1937 under the Nazi regime (and also used slave labor from concentration camps to build vehicles)⦠is now the largest car manufacturer in the world…
As I said, a company this big really should not be making such obviously offensive and racists ads like this one. Get it together.Ā
9. Dominos
This ad fail single-handedly proves that you canāt run blanket ads for different marketsā¦Ā
Dominos āCalling All (Nice) Karenāsā ad ran simultaneously in New Zealand and Australia, stating that itās a ātough time to be a Karenā and that if you were a nice, law-abiding, mask-wearing Karen – they wanted to give you a free pizza.Ā
The ad was meant to be lighthearted, funny, and bring people together with pizza⦠and in Australia, thatās exactly what it did! The Aussie took no offense to the ad, and Dominos saw no backlash in that market.
However, in New Zealand, it was a different story entirely. People massively criticized Dominos for being tone-deaf in their marketing. Because āKarenā is typically associated with an over-privileged white woman, the idea of giving this person more free stuff, while ignoring the minorities and oppressed, was not an idea that New Zealand thought was very funny.
It really goes to show the importance of market research…
The New Zealand Dominos apologized for the ad, and removed it from their marketing.Ā
10. Khloe Kardashian
Khloe Kardashian has recently received tons of negative backlash for promoting the prescription migraine medication Nurtec ODT in a sponsored post⦠to her 26 million followersā¦
Now Khloe isnāt the first high-profile celebrity that Big Pharma has paid to endorse their products⦠weāve seen the same thing from numerous other celebrities in the U.S.
However, that doesnāt make it right. And people continue to raise concerns about the ethics of allowing high-profile stars to market medications directly to consumers…Ā
In fact, this practice is so questionable that the United States is one of only a few countries in the world that allow this type of advertising.
The American Medical Association has previously called for a ban on the practice, claiming that it contributes to inflated healthcare costs and interferes with doctor-patient relationshipsā¦
And while you can’t claim that every celebrity that endorsed a drug has ill intentions, you also canāt deny the fact that they are NOT a medical professional and should NOT be the one āeducatingā or āinfluencingā the public on what drugs they should be taking.Ā
I mean come on, thatās just ethics 101.
Which fail was most cringey for you? Comment below and let me know.
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Until next time, Iām Alex – ciao for now!