The 7 biggest marketing failures and what you can learn from them:

1. The New Coke

With positive responses from 200k+ consumers, the New Coke was a go.

Cost: $34M + massive protests

Insight: People hate change, and users don't do what they say.

2. The Gap Rebrand

Cost: $100M+

Insight: If you're making changes, at least warn, and test it with, your users.

3. The New Tropicana

Cost: $35M in marketing spend and $20M in missed sales in under 1 month

Insight: Functional design beats beauty every time - remember that.

Notice a common trend?

These mistakes all came down to:

• unwarranted change
• bad assumptions and
• a lack of appropriate testing

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4. The Snapchat Slap

A graphic digital ad from Snap that didn't land well. At all.

Cost: $800M and a 4% stock drop

Insight: Bad publicity is not a myth.

5. The SunChips Silence

SunChips' biodegradable bags were a lot louder than the ears could take.

Cost: An 11% drop in annual sales

Insight: A good mission is respectable, but people prioritize comfort.

6. Premier: The Cleaner Smoke

Smokeless cigarettes that the smokers didn't like...

Cost: $300M

Insight: You might fill a gap in the market, but user experience is crucial.

7. The Juicero

An over-engineered product was the major driver behind its downfall

Result: $120M

Insight: More choices, more problems. Just keep it simple.

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tl;dr

What you can learn from these marketing mistakes:

People hate change
Not all publicity is good
Test any potential changes
More choices, more problems
Prioritize functionality over beauty
Can't solve a problem w/o good UX
Missions matter, comfort matters more