Marketing Fails That Went Viral and What We Can Learn From Them

Marketing campaigns can be brilliant, innovative, and engaging but sometimes, they completely miss the mark. While viral marketing is every brand’s dream, going viral for the wrong reasons is a nightmare.

Some of the biggest companies have faced backlash, ridicule, and PR disasters due to poorly thought-out campaigns. The good news? We can all learn from these mistakes. Let’s take a look at some viral marketing fails and the lessons they teach us about brand strategy, audience engagement, and crisis management.

1. Pepsi’s Kendall Jenner Ad – The Power of Reading the Room

In 2017, Pepsi’s global ad featuring Kendall Jenner aimed to promote unity but ended up facing major backlash. The ad showed Jenner leaving a photoshoot to join a protest and handing a Pepsi to a police officer therefore implying that a can of soft drink could solve social justice issues.

What went wrong?

• It trivialised real-world protests and social movements.

• It came across as tone-deaf rather than meaningful.

• It didn’t align with Pepsi’s brand values in a credible way.

✅ Lesson: Always consider social and cultural context when creating campaigns. If you’re addressing sensitive topics, work with experts, communities, and real advocates to avoid misrepresentation.

2. McDonald’s “Dead Dad” Ad – Emotional Marketing Gone Wrong

McDonald’s UK released an ad in 2017 showing a young boy asking his mother about his deceased father. The emotional build-up led to the mother revealing that the father’s favourite meal was a Filet-O-Fish just like the one the boy was eating.

What went wrong?

• Using grief to sell fast food felt manipulative.

• It sparked public outrage and backlash.

• The ad felt disconnected from McDonald’s core brand identity.

✅ Lesson: Emotion in marketing is powerful but it needs to be genuine and appropriate. Audiences see through forced emotional appeals that are designed purely to sell a product.

3. Burger King’s “Women Belong in the Kitchen” Tweet – Clickbait Backlash

For International Women’s Day 2021, Burger King UK tweeted:“Women belong in the kitchen.”

It was meant to be provocative and grab attention before revealing the actual message which was encouraging more female chefs in the industry. However, the misleading opening line caused immediate backlash.

What went wrong?

• The shock value approach overshadowed the actual message.

• The initial tweet was shared without context, making it appear offensive.

• The campaign relied too much on people reading further and most people did not.

✅ Lesson: Be clear and intentional with your messaging. If your campaign relies on shock tactics, make sure the full message is instantly understood or risk it backfiring.

4. The Peloton Holiday Ad – When Good Intentions Go Wrong

Peloton’s 2019 Christmas ad showed a husband gifting his wife a Peloton bike. The ad followed her documenting her fitness journey however the audiences saw it differently.

What went wrong?

• Many viewers interpreted it as controlling—suggesting the husband wanted his wife to lose weight.

• The woman’s nervous expressions and tone made it feel forced.

• Instead of feeling empowering, the ad came across as tone-deaf and outdated.

✅ Lesson: Perception matters. Even if your intended message is positive, think about how different audiences may interpret it. Always test your campaign before launching.

How to Avoid a Marketing Fail

No business wants to go viral for the wrong reasons. Here’s how to ensure your marketing stays on track:

Know Your Audience: Understand how they think, feel, and interpret messages.

Test Before You Launch: Gather feedback from diverse perspectives before rolling out a campaign.

Stay True to Your Brand: If a message doesn’t fit your brand’s identity, it’s likely to backfire.

Context Matters: Avoid insensitive, misleading, or out-of-touch messaging.

Be Socially Aware: If your campaign touches on a social issue, ensure it’s genuine and well-researched.

Final Thoughts

Marketing fails happen—even to the biggest brands. The key is to learn from these mistakes and create campaigns that resonate rather than alienate.

At Eleven Views, we strategise, test, and refine every campaign to ensure brand messaging aligns with audience expectations without missteps. If you want to elevate your marketing strategy with expert guidance, let’s chat. Contact us today to create campaigns that engage, inspire, and drive real results.