Top 5 Marketing Fails of 2018 - Recent

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href="/web/20210304224941/https://aurora.dawn.com/blogs">Blogs</a></li> </ul> </div> </header> <div class="container-fluid px-0"> <div class="content flex-column"> <main> <div class="flexold no-gutters"> <div class="flex__item lg:w-1/12 hidden lg:block"></div> <div class="flex__item lg:w-5/6 w-full"> <article class="story mt-3.25"> <span class="text-3 px-1.5"> Published in Nov-Dec 2018 </span>   <div class="template__header clearfix modifier--open px-1 ">   <h2 dir="auto" data-layout="story" data-id="1143347" class="story__title text-7.5 font-light mt-6.75 "><a href="https://web.archive.org/web/20210304224941/https://aurora.dawn.com/news/1143347/top-5-marketing-fails-of-2018" class="story__link "><strong>Top 5 Marketing Fails of 2018</strong> </a></h2> <span dir="auto" class="story__byline text-4 my-3.25"><a class="story__byline__link" href="https://web.archive.org/web/20210304224941/https://aurora.dawn.com/authors/3381/umair-saeed">Umair Saeed</a></span>  <div dir="auto" class="story__excerpt text-4 font-light my-3.25">From Aurora's 'Top 5ives – 10 Pros in Top 5 Mode' Series. </div> </div>   <div class="template__main clearfix modifier--open px-1 ">   <div dir="auto" class="story__content overflow-hidden pt-6.75 mt-3.25"><h1 id="5c2711c246c29">1. Sooper Hai (read <em>tha</em>) Pakistan <em>Ka</em> Junoon!</h1> <figure class="media one-whole palm--one-whole media--stretch "> <div class="media__item "><img src="https://web.archive.org/web/20210304224941im_/https://i.dawn.com/primary/2018/12/5c270ed720fd0.jpg" alt=""/></div> </figure> <p> </p> <p>This year’s Independence Day campaign from Peek Freans made the top of my list. When the teaser came out, the traction was unbelievable and when the campaign rolled out, I remember uttering out loud, “Why, oh why didn’t they stick to attempting world records (like that cookie mosaic in the shape of the Pakistani flag they did last year) instead?” Peek Freans killed the soul and the purity of a gem like Khudi by Junoon. </p> <hr/> <h1 id="5c2711c246c51">2. Shan Foods – <em>Sucha Zaiqa</em></h1> <figure class="media one-whole palm--one-whole media--stretch "> <div class="media__item "><img src="https://web.archive.org/web/20210304224941im_/https://i.dawn.com/primary/2018/12/5c270edbd56de.jpg" alt=""/></div> </figure> <p> </p> <p>Making people cry worked last time and they believe the brand can only sell more by making people cry harder and for longer! The campaign was a major success in making people cry, don’t know about the sales. People couldn’t stop crying over the wasted resources, opportunity and screen time. Time to wake-up and smell the yolk...</p> <hr/> <h1 id="5c2711c246c64">3. Just Veet It!?</h1> <figure class="media one-whole palm--one-whole media--stretch "> <div class="media__item "><img src="https://web.archive.org/web/20210304224941im_/https://i.dawn.com/primary/2018/12/5c270ee4a1166.jpg" alt=""/></div> </figure> <p> </p> <p>Featuring Mahira Khan promoting body shaming and objectification on a basketball court, this campaign triggered the wrong reaction all over Pakistan. Sana Mir (former captain of Pakistan Women’s Cricket Team) gave everyone a dose of reality with her infamous comment: “Make no mistake. You need strong arms, not smooth arms, on a sports field.”</p> <hr/> <h1 id="5c2711c246c75">4.Snapchat – Slap Rihanna</h1> <figure class="media one-whole palm--one-whole media--stretch "> <div class="media__item "><img src="https://web.archive.org/web/20210304224941im_/https://i.dawn.com/primary/2018/12/5c270ee85a057.jpg" alt=""/></div> </figure> <p> </p> <p>Those of you familiar with the platform know about the ‘Would You Rather’ game they were promoting in March. One of the ads asked users to choose between ‘slapping Rihanna’ and ‘punching Chris Brown’. This disgusting attempt at mocking domestic abuse (which Rihanna suffered at the hands of Chris Brown in 2009, when he reportedly punched her during an argument) was inexcusable.</p> <hr/> <h1 id="5c2711c246c91">5.Coke:Coca-Cola – <em>Tu</em></h1> <figure class="media one-whole palm--one-whole media--stretch "> <div class="media__item "><img src="https://web.archive.org/web/20210304224941im_/https://i.dawn.com/primary/2018/12/5c270eeda7f93.jpg" alt=""/></div> </figure> <p> </p> <p>While criticism around this year’s Coke Studio was perhaps a bigger deal for some hardcore Coke/ music fans, Coke’s TV campaign featuring Momina Mustehsan was a bigger disaster. Perhaps the outcry over Coke Studio’s version of Ko Ko Korina was also partially fuelled by a sudden swing in likeability for Mustehsan post this campaign. </p> <hr/> <p><em>Umair Saeed is COO, Blitz Advertising. umair.saeed@blitz.pk</em></p> </div> </div>   <div class="template__footer clearfix modifier--open px-1 hidden"> <div class="p-2 hidden pb-2 mb-2 sm:block">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="max-width:728px;max-height:90px;text-align:center;margin:0 auto;overflow:hidden;"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1509519280329-0" class="ad__wrapper__slot" style="width:728px;height:90px;"> <script> render('div-gpt-ad-1509519280329-0') </script> </div> </div> </div> </div>  </div><div class="p-2 block pb-2 mb-2 sm:hidden">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="max-width:320px;max-height:100px;text-align:center;margin:0 auto;overflow:hidden;"> <div class="radWrapper rad--multi ad__wrapper"> 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