Ten Brand Ad Crises and Their Documented Costs, From Pepsi to Benetton
A survey by Quartz examining ten advertising controversies reveals their repercussions. Following its release on April 2017, Pepsi retracted its "Live for Now Moments Away" ad featuring Kendall Jenner within 24 hours, citing its similarity to a protest image. In November 2018, Dolce & Gabbana canceled its Shanghai show amid racism allegations, resulting in product withdrawals and an apology on Weibo. In mid-2023, Bud Light lost its leading sales position to Modelo Especial after a campaign featuring Dylan Mulvaney in April 2023. Nike's campaign with Colin Kaepernick in September 2018 faced criticism but concluded with record earnings. Additionally, Burger King UK removed a tweet in March 2021, H&M shut South African stores in January 2018 due to a hoodie, and Gillette's film in January 2019 caused an $8 billion impairment.
Key facts
- Pepsi pulled its Kendall Jenner commercial about 24 hours after its April 2017 release and apologized
- Dolce & Gabbana canceled its November 2018 Shanghai show the same day; Tmall and JD.com removed its products
- Modelo Especial overtook Bud Light in U.S. retail dollar sales in mid-2023 after the April 2023 Dylan Mulvaney promotion
- Nike shares closed at a record in September 2018 after the Kaepernick campaign, and "Dream Crazy" won a 2019 Creative Arts Emmy
- Burger King UK deleted its March 2021 International Women's Day tweet within hours
- H&M shut all South African stores in January 2018 after protests over a "coolest monkey in the jungle" hoodie
- Sears ended its Benetton agreement in early 2000 after "We, On Death Row"; Missouri attorney general Jay Nixon sued
- Procter & Gamble recorded a roughly $8 billion non-cash impairment on Gillette in 2019, not tied to the advertising
Entities
Artists
- Kendall Jenner
- Stefano Gabbana
- Domenico Dolce
- Dylan Mulvaney
- Colin Kaepernick
- The Weeknd
- G-Eazy
- Terry Mango
- Oliviero Toscani
- Jay Nixon
- Monica Ruiz
- Ryan Reynolds
- Sadiq Khan
- Donald Trump
- Alton Sterling
Institutions
- Quartz
- PepsiCo
- Creators League Studio
- Dolce & Gabbana
- Alibaba
- Tmall
- JD.com
- Anheuser-Busch
- AB InBev
- Nike
- San Francisco 49ers
- NFL
- Edison Trends
- Burger King
- H&M
- Economic Freedom Fighters
- Sears
- United Colors of Benetton
- Procter & Gamble
- Dollar Shave Club
- Harry's
- Peloton
- Aviation Gin
- Protein World
- Advertising Standards Authority
- Transport for London
- YouTube
Locations
- China
- Shanghai
- United States
- South Africa
- United Kingdom
- London
- Hyde Park
- Missouri
- BatON Rouge
- Louisiana
- Italy
Sources
- Quartz —