Sometimes the marketing strategy is good, and the fail is in it application. That has been the case of Just for feet, an american shoes brand. In 1999, as the company was becoming more and more popular, it decided to (and could afford to) do an advertisement that would be seen during the Super Bowl, that would gather more than 127 million homes in front of their TV. Here is the video of it:
Just for feet Super Bowl ad (1999)
A huge storm of protests immediately arose from the population to denounce this fully racist and violent ad. By what right dared the company to compare an african man with a wild animal hunted by a white man ?
Just for feet reacted in alleging that they trusted Saatchi&Saatchi, their communication agency, and relied on their expertise. The shoes company sued Saatchi&Saatchi for damages in advertising malpractice, and finally dropped the lawsuit.
Not only this ad was racist and violent, but also pointless: how would the consumers want to buy shoes that a top-world athlete doesn't even bear ?
Today Just for feet doesn't exist anymore as the last shop closed in 2004.
Just for feet reacted in alleging that they trusted Saatchi&Saatchi, their communication agency, and relied on their expertise. The shoes company sued Saatchi&Saatchi for damages in advertising malpractice, and finally dropped the lawsuit.
Not only this ad was racist and violent, but also pointless: how would the consumers want to buy shoes that a top-world athlete doesn't even bear ?
Today Just for feet doesn't exist anymore as the last shop closed in 2004.
Morale of the story: An ounce of prevention is worth a pound of cure !
Combine nitrogen and chlorine and you obtain some nitrogen trichloride, a very toxic gas that immediately knocks out whoever breathes it.
Jagermeister - Pool Party
An event can be seen as an easy way to promote efficiently a product or service. However even in the most basic event every precaution must be taken to avoid any mistake that could damage the brand.
And that is exactly what Jagermeister didn't do.
Jagermeister, the well-known alcohol brand whose consumers are hype and love to party decided that a sponsored pool-party in Mexico would be a great event to remind everyone that the brand is for hype people that love to party. During the whole set up the organizers decided that, in addition to gorgeous ladies in bathsuit and sexy dudes surrounded by jagermeister, it would be really interesting to have some kind of mist coming out of the water.
This is how they decided to add liquid nitrogen to the pool. What they certainely didn't expect was the chemical reaction provoked by the liquid nitrogen and the chlorine.
This is how they decided to add liquid nitrogen to the pool. What they certainely didn't expect was the chemical reaction provoked by the liquid nitrogen and the chlorine.
The Jagermeister pool disaster
Combine nitrogen and chlorine and you obtain some nitrogen trichloride, a very toxic gas that immediately knocks out whoever breathes it.
As a result, 9 people have been hospitalized and one person has even been in coma for a few days. More than 4 complaints were filed with the government.
Morale of the story: Curiosity kills the cat... But nitrogen trichlorine is better at it
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