5 PR disasters that went wrong, but taught us the right lessons
These top 5 PR disasters may have gone wrong, but they left us with plenty of takeaways to improve our strategies.
Mistakes are part of the game in business, but some mistakes become unforgettable PR disasters. When companies fumble their messaging or fail to read the room, the backlash can be swift—and sometimes brutal.
From controversial ad campaigns to tone-deaf tweets, these blunders didn’t just hurt reputations. They also came with lessons for marketers and business leaders trying to navigate public perception.
The good news? Every failure is an opportunity to learn. Here are five of the most memorable PR failures from recent years, breaking down what went wrong, why it happened, and what you can do to avoid a similar fate.
1. Burger King’s tweet gone wrong
What happened?
On International Women’s Day in 2021, Burger King UK tweeted: “Women belong in the kitchen.” The provocative opening line was part of a campaign to promote scholarships for female chefs and highlight gender inequality in the culinary industry.
What went wrong?
- At the time, Twitter (now X) had stricter character limits on tweets. Most users only saw the opening tweet and missed the clarifying follow-up, making the message seem sexist rather than supportive.
- The tweet was heavily criticized before Burger King could explain its context. Although they deleted the tweet and issued an apology, the damage was done.
- Today, X allows for longer posts, but during 2021, campaigns needed to condense information into brief snippets, often leading to misunderstandings.
Why did that happen (possibility)?
The marketing team likely aimed for shock value to grab attention but failed to anticipate how the message would be interpreted in isolation.
Suggestion if this happens to you:
- Act fast: If the backlash escalates, delete or revise the post immediately and acknowledge the mistake.
- Provide context upfront: On platforms like X, where posts can still be consumed in fragments, ensure your intent is clear from the start.
- Engage with criticism respectfully: Use the opportunity to amplify the positive intent behind the campaign while taking responsibility for the misstep.
2. Dolce & Gabbana offends a whole country
What happened?
In 2019, Dolce & Gabbana released an ad showing a Chinese model struggling to eat Italian food with chopsticks. The tone of the narration was condescending, and the campaign leaned on outdated stereotypes, sparking widespread backlash in China.
What went wrong?
- The ad was perceived as a caricature of Chinese culture, offending millions of potential consumers.
- Dolce & Gabbana’s response aggravated the situation. Instead of issuing a clear apology, the brand initially defended the campaign.
- A private conversation from one of the brand’s designers, leaked online, showed further disrespectful remarks about China, compounding the outrage.
Why did that happen (possibility)?
The campaign likely lacked input from local cultural consultants. The creative team may not have fully understood how such portrayals would resonate with a Chinese audience.
Suggestion if this happens to you:
- Apologize sincerely: Avoid defensiveness or dismissive language. Acknowledge the harm caused and explain what steps you’ll take to improve.
- Engage local experts: For future campaigns, involve consultants who understand the cultural nuances of your target audience.
- Take action: Demonstrate a commitment to learning from the mistake, such as revising internal policies or launching meaningful initiatives in affected regions.
Atikah Amalia
3. Balenciaga’s disturbing ad campaign
What happened?
In 2022, Balenciaga released an ad campaign featuring children holding teddy bears dressed in BDSM-style harnesses. The imagery was widely condemned as inappropriate and exploitative.
What went wrong?
- The campaign was grossly inappropriate, sparking outrage and calls for boycotts across social media.
- Balenciaga’s apology did little to mitigate the situation, as it failed to address how the campaign was approved in the first place.
- The incident highlighted a lack of oversight in the company’s creative and approval processes.
Why did that happen (possibility)?
The campaign likely passed through multiple stages of approval without anyone questioning its ethical implications. This oversight suggests a lack of checks and balances in the creative process.
Suggestion if this happens to you:
- Pull the campaign immediately: Take full responsibility and apologize to the affected audiences.
- Conduct an internal review: Publicly share findings and outline changes to prevent similar issues in the future.
- Reaffirm values: Use the incident as an opportunity to prioritize ethics in your brand messaging.
4. Adidas’ marathon email misstep
What happened?
After the Boston Marathon, Adidas sent an email to participants with the subject line: “Congrats, you survived the Boston Marathon!” The poorly chosen wording reminded recipients of the tragic 2013 Boston Marathon bombing, triggering public outrage.
What went wrong?
- The congratulatory message failed to consider the emotional and historical significance of the marathon, particularly in the context of the bombing.
- A lack of internal checks allowed the insensitive subject line to go out unchecked.
- Adidas’ apology acknowledged the mistake but did not outline how it would prevent similar oversights in the future.
Why did that happen (possibility)?
The team likely focused on celebrating participants without reviewing the potential for unintended connotations tied to the event’s history.
Suggestion if this happens to you:
- Apologize sincerely: Address the affected audience with empathy and acknowledge the unintended harm.
- Review internal processes: Improve message approval systems to ensure they account for sensitivities tied to historical events.
- Engage locally: Partner with relevant organizations or communities to rebuild trust and demonstrate accountability.
5. Peloton’s controversial holiday ad
What happened?
In 2019, Peloton released a holiday ad featuring a woman receiving a Peloton bike from her partner and documenting her fitness journey over the next year. The ad was intended to inspire, but it quickly sparked criticism for being out of touch.
What went wrong?
- Tone-deaf messaging: Many viewers felt the ad suggested the woman needed to improve her appearance or lose weight, which was seen as body-shaming and sexist.
- Social media mockery: The ad became a viral meme, with countless parodies mocking the perceived subtext.
- Stock impact: Peloton’s stock dropped by 9% following the controversy, although the attention did increase brand awareness.
Why did that happen (possibility)?
The ad likely wasn’t tested with diverse focus groups, which could have flagged how its message might be misinterpreted.
Suggestion if this happens to you:
- Acknowledge public feedback and clarify the campaign’s intent in a respectful and empathetic manner.
- Test ads with diverse audiences to identify potential misinterpretations before launch.
- Use humor or humility in addressing the backlash, which can help soften the negative perception.
PR failures happen, even to the biggest companies. These examples remind us of the importance of cultural awareness, accountability, and transparent communication.
But let’s admit it—sometimes PR crises just happen. That’s why ContentGrip broke down the must-dos for the first 24 hours in this article.
Atikah Amalia
