Every marketer dreams of launching the perfect Ad campaign, one that resonates, engages, and drives results. But as Rowan Payne highlights in the video below, there are three major ways even the best intentions can backfire spectacularly. If you’re planning to launch something big this Halloween (or any time of year), read or watch on to avoid these classic pitfalls.
Number 1: Wrong Place, Wrong Time: The Pepsi Peace Ad
It’s easy to misjudge the mood of the nation. Do you remember the infamous Pepsi campaign aimed at diffusing political tension, a well-meaning message of peace, love, and unity? But, as he points out, when you’re surrounded by people who think like you, it’s possible to completely miss the broader societal context.
Instead of uniting, the campaign was viewed as a “tasteless paste of corporate mush.” The lesson here? Before hitting “publish,” marketers need to keep their ears to the ground and make sure their message matches the moment.
Number 2: Breaking the Hippocratic Oath: Jaguar’s Rebrand Gone Wrong
Brands are built on heritage and emotional connection. Jaguar learned this the hard way when they rebranded in early 2024, swapping their classic identity for a more corporate look.
The reaction? National confusion and fury from loyal owners. This departure alienated the brand’s core demographic, making it “wishy washy mush.”
Some claimed sales dropped by 97.5%, but the reality was more complex, Jaguar actually stopped building cars due to profitability issues. The takeaway: When refreshing your brand, consider who you’re speaking to. Is it longtime loyalists, or are you chasing a new audience? Do the research, don’t alienate your super-fans, and be honest about where your business is headed.
Number 3: The Rise of the Scamfluencer: FOMO Isn’t New
Think scammy influencers are a modern problem? Think again. Rowan takes us back to 1720, when London was full of individuals selling “great advantage” investments that were, in reality, just blind promises. People invested, FOMO took over, and, unsurprisingly, they lost their money when the bubble burst.
From Victorian London to today’s social feeds, the lesson is timeless: Whether you call them scamfluencers or snake oil salesmen, beware anyone (and any Ad) that preys on fears of missing out.
Looking Ahead: Marketers, Choose Wisely
Rowan reminds us that marketing can be a force for good or a PR disaster. At eComOne, the goal is campaigns that avoid national upset and protest, but even the best can slip up. With AI now playing a bigger role in creative and targeting, keeping customer insight and common sense at the center of planning is more vital than ever.
If you’re grappling with audience shifts, new tech, or brand pivots, eComOne is hosting an event in January at Lincoln’s Everyman Cinema, all about how AI is changing marketing. Whether you’re a seasoned marketer or just experimenting with ChatGPT for ad creatives, it’s worth checking out.
Biggest takeaway…Think twice, test your messages, and remember, not every flashy idea is a good one.
Sign up to our event here.
