PR horror stories: The nightmares brands fear most

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It’s that time of year again- brands love to capitalise on the ‘spooky season’, but for some, the true terror lies in the headlines, angry tweets, and public apologies. Nothing gives a PR team chills quite like a campaign gone wrong - a nightmare scenario where a well-intentioned message becomes the makings of a marketing legend, for all the wrong reasons. In this week’s blog, we’re dusting off the cobwebs and peeking into the crypt of some of the most infamous PR horror stories. Read on if you dare….

Pepsi and Kendall Jenner: a soda for social change?

One of the most infamous examples of a PR campaign gone wrong is Pepsi’s 2017 ad featuring Kendall Jenner. In the ad, Jenner diffuses tension at a protest by handing a police officer a can of Pepsi, leading to instant harmony. This well-intentioned but misguided attempt to align the brand with the message of social justice backfired - spectacularly. Instead of coming across as supportive, Pepsi was accused of trivialising serious movements like Black Lives Matter.

Why it went wrong: Pepsi misread the room entirely. The ad was seen as tone-deaf, trivialising real social struggles for corporate gain. It reduced a complex issue - activism and police brutality - to something that could be fixed with a sugary drink. Not only did the campaign fail to connect with its audience, but it also sparked outrage across the globe, leading Pepsi to pull the ad and issue an apology. The horror here was the disconnect between corporate imagination and the realities people live with, making the audience feel exploited rather than empowered.

United Airlines: the passenger dragging debacle

In 2017, United Airlines gave us one of the most viral PR horrors when a video surfaced of airport security forcibly removing a passenger from an overbooked flight. The video, complete with the passenger screaming and bleeding, spread like wildfire online, and United’s initial response only made things worse. CEO Oscar Munoz first blamed the passenger for being "disruptive and belligerent" before switching course after the backlash intensified.

Why it went wrong: United's response failed at multiple levels. The initial reaction lacked empathy - something critical when addressing a crisis that involves real people getting hurt. Rather than apologising to the passenger and the audience for the traumatic experience, United Airlines focused on internal protocol and justified their actions, leading the brand to be seen as uncaring and indifferent. This incident sparked the dreaded #BoycottUnited movement and became an enduring cautionary tale of how not to handle a PR crisis.

Burger King: a flaming misfire on International Women's Day

In March 2021, Burger King UK decided to celebrate International Women’s Day with a provocative tweet: "Women belong in the kitchen." The tweet was supposed to be followed by an explanation about their efforts to support female chefs and address gender disparities in the culinary industry, but the damage was already done, causing widespread anger on social media.

Why it went wrong: To grab attention, Burger King chose a historically offensive phrase, aiming to be subversive and spark conversation. The strategy, however, relied on the assumption that everyone would see the follow-up message in context. This was a colossal miscalculation. Social media doesn’t operate with nuance, especially when messages are taken out of context. The provocative phrase stood alone in many users' feeds, leaving Burger King looking sexist rather than progressive. The haunting lesson here is that shock value can backfire spectacularly if your audience doesn’t stay around for the punchline.

Equifax data breach: a botched apology

In 2017, Equifax, an American consumer credit reporting agency, revealed a massive data breach that affected over 140 million customers. The response was extremely poor - Equifax set up a confusing claims website, offered inadequate compensation, and initially tried to get victims to waive their right to sue. The CEO's apologies were robotic and impersonal, lacking empathy for the stress caused to affected individuals.

Why it went wrong: Equifax failed to fully acknowledge the severity of the breach or make amends in a meaningful way. The lack of empathy and a customer-centric focus made their apology seem more about limiting legal liability than genuinely addressing the crisis, leaving consumers feeling abandoned.

Gillette: “The Best Men Can Be” campaign backlash

In 2019, Gillette released an ad addressing toxic masculinity, which sparked polarised reactions. While the ad was praised by some, a significant number of critics called it patronising. Rather than engaging with the concerns of those who found it offensive, Gillette doubled down, refusing to adapt their message or acknowledge any missteps.

Why it went wrong: Instead of addressing the backlash openly, Gillette adopted a defensive stance, which alienated a large part of their target audience. Acknowledging that the message might have been misinterpreted or seen as lecturing could have softened the backlash, but the lack of dialogue led to deeper divisions, and a plummet in sales for the famous razor brand.

At Seren Global Media, our team will craft a PR plan that protects your reputation and builds real customer trust. Reach out today, and let’s keep your brand’s story one of success - not a scare.