Being able to cite an example of bad marketing is a universal exercise.
But companies continue to provide us with expeditious and almost out-of-the-oven material regarding bad marketing strategies and the subsequent negative marketing that they end up carrying.
Just as we explained the risks of bad marketing courtesy of Bud Light By placing a trans influencer to promote its beer, PepsiCo did not want to be left behind.
And no, Searchers, our digital marketing agency is not against ideologies or sexual preferences.
However, the tweets from platform own and foreign – scribes and Pharisees, would say the great Leobardo Magadan.
This is why, given that companies continue to want to shoehorn in the LGBTIQ+ community without thinking about their consumers, today we share with you the marketing failure that is just starting, courtesy of Pepsico Spain and Doritos.
Let's start!
1. Companies with bad marketing: PepsiCo
In the not-too-distant 2018, the food and beverage brand PepsiCo generated great controversy because the CEO at that time, Indra Nooyi, provided an interview in which she commented that the company was working on designing Doritos 100 % snacks designed in the women.
This responded to the idea that women:
- They did not enjoy chewing food in public
- Nor did they "lick their fingers generously"
- And they didn't like to eat the crumbs from the bottom of the bag directly into their mouths.
Although these measures may or may not be questionable, at no time was there any market study that reflected that these ideas had been provided by consumers through interviews or surveys.
This interview impacted the image of Doritos, since the global community was echoed by the fact that it was thought that women were not comfortable consuming potato chips in the same way that men did.
Neither short nor lazy, Doritos released a tweet that said that "They already had Doritos for women, they are called Doritos and they are loved by millions."
As you know, this tweet was more about putting out a fire than really analyzing any more of their bad marketing strategies.
Bad marketing for PepsiCo clearly.
2. Example of bad marketing: Bud Light and Doritos, separated at birth
Last year, Bud Light made one of the most notorious mistakes (if not the most) in its history, by placing trans influencer Dylan Mulvaney as the image of its beer.
Bud Light knew – or so we thought – its market better than anyone. That's why it took everyone by surprise when it decided to establish a trans celebrity as the banner of its drink.
Both consumers and artists (shout out to Kid Rock) asked for an immediate boycott from the beer brand.
Although the cloud of machismo permeated the sentiment of the chelero consumer in the United States, we would expect that large corporations worldwide would take note of a great example of bad marketing that cost the Anheuser-Busch consortium estimated losses of $1.4 trillion of dollars.
1,400,000,000 dollars.
But PepsiCo Spain did not want to be left behind.
This weekend, he announced that trans singer Samantha Hudson would grace his image in 2024.
So far, so good, right?
Well no, things would not be totally fine at all.
3. Bad marketing strategies: Social networks as a condemnatory sentence
At the time of her appointment, Samantha Hudson, much less PepsiCo Spain, were aware of the consequences of poor marketing that were about to explode in their hands.
Old tweets from the Spanish influencer came to light and have left the artist and the food and drink titan completely confused.
At Searching Marketing, we are not afraid of what others say, but certain topics are handled with:
- Immaturity
- Indifference
- Ignorance
- Dolo
They usually leave an indelible mark. And more so in the world of the digital age.
Some of the tweets that became relevant after his appointment as the star image of Doritos were the following:
As if that weren't enough:
Finally:
And here we leave it, we believe that with one tweet it was enough to expose a terrible example of bad marketing, but each of these surpasses the ones we have left out.
How do you think the Spanish community responded?
4. Consequences of bad marketing: x on fire.
The flare is immense.
Tweeters in Spain have shown a blunt and absolute rejection not only of the Spanish actress, but also of the brand for its lack of judgment in the filtering and selection of said celebrity.
Beyond the sociopolitical background that surrounds the LGTBQ+ issue, which obviously has great weight, Samantha Hudson's tweets would hardly leave anyone indifferent.
Both consumers of the brand and users of the platform x They have made an "urgent" call to boycott all those involved in this controversial decision.
And you may say "well, this was in 2015", the reality is that the tone of the publications carries an obvious load of hatred and zero tolerance.
Do these types of situations, Search Engines, deserve immediate cancellation for you?
Hard not to ask for it.
5. Bad Marketing Strategy Plan: What did Samantha Hudson state?
In light of these questions, the Spanish artist commented in a tweet in 2021 that she apologized and expressed her regret.
Of course.
In the same tweet she added that she regretted these comments since "they were an attempt to attract attention and appear funny."
When a generic response like this could be the start of the non-cancellation, He began by saying that "he didn't even remember posting those messages."
Of course, everyone seeks to downplay comments of this type, but the current cancel culture is not satisfied with that.
3 years after this response, the proposal to boycott both Doritos and Samantha Hudson is far from over.
The depth of the search for said tweets has even been criticized for the call to boycott those involved in this gross mistake and perfect example of bad marketing.
Would you hire Samantha Hudson to be the image of your company, brand or business?
We leave them a hyper-task.
6. Conclusion: Campaigns + Trans = Gasoline + Fire
The path that both Doritos and Samantha Hudson will take will not be one of roses, butterflies and rainbows.
The pressure generated by the Spanish community on various social networks is looking for a way out and decisions will have to be made.
We reiterate our position to experiment with campaigns with different celebrities, but the foolishness of wanting to establish figures from the LGTBQ+ community gives very bad results, but it seems that that is what companies are looking for: Bad marketing that brings with it notoriety.
The design of marketing campaigns, whether in Google Ads, Meta Ads or other channels, must have as a standard the:
- Buyer person
- Consumer
- To the one who decides to buy the product or service that is offered
But bad marketing gives the impression of yielding more striking dividends at the trend level, virality, than to an increase in profits and sales.
Today more than ever, cancel culture is lurking and of course it is here to stay.
If your company, brand, business or image is planning to launch a digital marketing campaign, take note of what your consumers want or don't want. As simple as that.
Whether you want to design a network strategy or start the image of your business; Remember that if you are looking for Marketing, we help you find it!
