Plenty of brands have had that one idea they were sure would hit the target, drive sales, and appeal to their customers. But unfortunately, not all dreams turn to reality. During the month of June, we are going to look into three separate companies and what campaigns didn’t work as planned.
Monday, June 9th: New Coke
In 1985, facing competition from Pepsi and stagnant sales, Coca-Cola introduced “New Coke,” a sweeter formula that replaced its original product. This move backfired significantly because the company underestimated consumers’ deep emotional connection to the classic Coke, which was seen as more than just a drink. During this blog, we will take a look at the campaign, the consequences, and how Coca-Cola responded.
Monday, June 16th: J.C. Penney’s “Fair and Square” Pricing (2012)
In 2012, J.C. Penney’s “Fair and Square” pricing model failed after replacing coupons and sales with everyday low prices. CEO Ron Johnson aimed to simplify shopping, but alienated core customers who enjoyed seeking discounts. Despite potentially lower actual prices, customers perceived them as higher without the thrill of a bargain. This led to plummeting sales and a rapid return to old strategies. The misstep underscored the importance of understanding customer habits and expectations, proving that price transparency shouldn’t undermine a customer’s perceived value or shopping enjoyment.
Monday, June 23rd: McDonald’s Arch Deluxe
The Arch Deluxe campaign offers a critical lesson in brand strategy: do not attempt to fundamentally alter a brand’s established identity, particularly if it risks alienating the core customer base. A brand’s strength often resides in its clear positioning and a precise understanding of its niche market.
Don’t miss a single blog! Be sure to return to our website every monday to explore more about these brave marketing efforts.