Sometimes the scariest thing a business can do is hit “publish.”
As Halloween rolls around, we’re dusting off some of the marketing blunders that are scary for all the wrong reasons … and the brand reputations they left haunted.
In 2024, our article, Very Scary Marketing Decisions, explored some memorable brand blunders, including Bath & Body Works’ holiday candle design that drew comparisons to Ku Klux Klan imagery and Walmart’s controversial Juneteenth ice cream promotion. We also called out Walmart’s unfortunate “fat girl costumes” product category.
Last year, in Ghosts of Campaigns Past: When Brands Get It Almost Wrong, we looked at a different kind of misstep: White Glo’s “Make the White Choice” toothpaste ads, Bumble’s messaging around celibacy, and Adidas’ decision to resume selling Yeezy products.
Now, 2026 has given us more examples of what happens when marketing teams fail to read the room.
Three marketing missteps from 2026
Converse: A picture is worth a thousand words (and sometimes the wrong ones)
In September, Converse published and ultimately removed a social media ad for its Chuck 70 X sneakers after viewers said its imagery evoked the Ku Klux Klan and lynching. Converse apologized and took the ad down fairly swiftly.
The takeaway: Creative teams may see an edgy image, but audiences bring their own histories and experiences. A fresh set of eyes – and a more diverse review process – might catch what the original team missed.
Starbucks Korea: Wrong product, wrong time
In May, Starbucks Korea faced backlash over a promotion for a tumbler called “Tank,” advertised with the slogan “Thwack it on the table!” The campaign coincided with the anniversary of South Korea’s 1980 Gwangju Democratization Movement, when a military crackdown killed and injured protesters. The promotion was quickly canceled, followed by public apologies and significant fallout for the business. (And we wrote about it here if you want the full scoop).
The takeaway: Context matters. A product name or slogan might seem harmless until you consider when and where it’s being used. Global brands need local knowledge, not just translated copy and a calendar check.
Callaway Golf and Good Good Golf: When the joke isn’t funny
An August advertisement featuring a male golfer shoving a female golfer to the ground drew criticism for depicting violence against women. Good Good Golf and Callaway apologized, and Callaway ended its partnership with the content creator, announcing a $1 million donation to organizations working to prevent violence against women.
The takeaway: “It was supposed to be funny” isn’t a free pass. Brands need to consider what their content actually depicts, not just what they intended audiences to see. And working with an outside agency or creator doesn’t mean handing over responsibility for the final product.
Different campaigns, familiar problems
These incidents echo the lessons from our previous articles. Bath & Body Works and Converse show how visual choices can carry unintended associations. Walmart and Starbucks Korea illustrate how marketing can go wrong when cultural context is overlooked. And Bumble’s campaign and the Good Good Golf ad remind us that cheeky doesn’t always mean clever.
Not every misstep becomes a headline, but even smaller controversies can chip away at consumer trust, confuse a brand’s identity, hurt employee morale, and make partnerships harder to secure.
The good news? Many of these problems are preventable.
How to avoid your own marketing horror story
Before your next campaign goes live, consider five simple steps:
- Bring in fresh perspectives. Don’t let the people who created the campaign be its only reviewers.
- Look at the whole picture. Check everything from product design and packaging to social posts and product descriptions.
- Challenge the concept. Ask how someone outside your target audience might interpret the message, imagery, or humor.
- Make approvals count. Give the right people the authority to raise concerns or pause a launch.
- Have a crisis plan. Know who will make decisions, communicate with stakeholders, and respond if things go wrong.
And remember: taking down a post is only the first step. A meaningful response requires acknowledging the problem, taking responsibility, and explaining what will change. A quick apology without follow-through rarely puts the issue to rest.
Don’t leave your reputation to chance
Nobody sets out to create a marketing disaster. But tight deadlines, groupthink, and a little too much faith in a clever idea can create the perfect storm.
The lesson from 2026 is much the same as it was in 2024 and 2025: good intentions aren’t enough. Brands need thoughtful review processes, diverse perspectives, and a plan for when things don’t go as expected.
Asking a few uncomfortable questions before launch is a lot easier than managing a public relations crisis afterward. Because the best marketing horror story is the one that never happens.
Kith facilitates crisis preparedness workshops that will help your company attain the clarity, trust, and strategic speed you need to respond confidently – no dithering! – to any crisis. We’d be happy to have a conversation about how we can help your company be ready to chart an effective course to reputation protection.
Looking for more fresh insights? Crisis of the Month is a no-fluff Substack that breaks down real-world crises and what they teach us about leadership, communication, and damage control. Whether you’re in comms, ops, or just crisis-curious, this is your monthly guide to what went wrong — and how to do it better. Sign up today!
