Movies
bomb and TV shows wont even make it 13 weeks. But failures are not
restricted to movies and TV. Sometimes a brilliant idea for a new
product just doesn't work. Usually the failure just kind of comes and
goes, but once in a while the failure is big news. So much money and
hype went into the product that the fact that it bombs makes the company
end up looking foolish. Here are five of my favorite examples of
horrible marketing ideas.
#5.The Ford Edsel
I
have no use for cars. I mean, they're great for transpotation but
that's as far as it goes for me. I don't care about models, styles, etc.
But even I know what it means when someone refers to something as an
"Edsel". Ford came out with these back in 1957, and they were expecting
great things from these cars. Instead they were just terrible and nobody
bought them. They were expensive with a very unappealing design, and
they were not built very well. Funny, while Edsel became a term to
describe a disaster, the Deloeron which also failed became a cool car
thanks to a little movie it was featured in.
#4.MCI Friends & Family
Anyone remember MCI? Back in the 90's the long distance telephone wars were all over the place. AT&T, Sprint,
and MCI tried to convince us it was their compeitors rates. rather than
the calls we made, which caused our phone bills to be so high. MCI came
up with a brilliant idea, give them the name of your friends and family
so that when you call them you will get a special rate. The problem was
that MCI took the info and started asking those people to switch to
MCI. Also, how often do you really call specific people for the rate
benefit to really matter? Friends and Family became a joke, and while
MCI tried to modify it the idea of a "calling circle" was just about as
bad as MCI's decision to merge with Worldcom.
#3.Crystal Pepsi
Ah,
I loved this one! Well, actually I never tried it but I loved the way
it failed. In the 90's this wonderful creation came out, clear Pepsi
like 7UP I guess. The ads for these were amazing, a fantastic blend of
computer-generated bus wrap printing along with the song "Right Now" by
Van Halen. This was a great ad that really got your attention. To bad
the product was god awful. I mean did it not occur to them that it
having it clear was cool, but it has to also taste good? Except for a
great SNL spoof of the ads this soda is best forgotten (unless you watch
80's Dan). Pepsi has had lots of failed ideas. There was Pepsi Free,
Pepsi AM, and Pepsi Vanilla.
#2.McDonald's Arch Deluxe
Nothing
wrong with changing your image, but you have to do it with within
reason. The Arch Delux is one of the biggest disasters McDoanld's ever
had! I give them one thing, they really tried to sell this thing with a
huge ad blitz! The idea was to appeal to adults and convince them these
burgers were of higher sophistication then the usual. Problem is they
were also more expensive, and tasted terrible. Besides that, who goes
into McDonald's wishing the burgers were more sophisticated? The reason
adults go there is because they know what they are getting, and usually
for something fast not "class". This was even worst than the 80's
classic the McDLT. At least that had a little life before people
realized combining the "hot side" with the "cold side" was stupid.
#1.New Coke
Oh
you knew this was coming. As someone who was alive to experience the
disaster that was New Coke, I can tell you that it was really
fascinating. Never before, or since, has an amazing new idea so imploded
on a company. It seemed like it made sense, the original formula had
been around for years. Why not change it up a bit? Guess they never
heard of if it ain't broke don't fix it. The marketing for this was all
over the place, and I tried it when it came out. And hated it. It tasted
awful! It was less than three months after New Coke came out that the
company announced that it was bringing back the original formula under
the name "Coke Classic". I have always been a huge lover of Coca-Cola
and am just glad they realized their mistake and quickly changed it. To
bad they didn't realize what a disaster New Coke would be before they
announced it!
All
five of these companies learned the same lesson-know who your audience
is before you release your new product! Of course there are plenty more
examples, do you remember a memorable product failure?
I actually didn't think The Arch Deluxe was that bad but some of the commercials for it were stupid like having a group of kids be disgusted by the product geez I wonder why that failed lol.
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