Recorded Live in Toronto: Wicked Brand Fails of 2024

Summary

Under the Influence with Terry O'Reilly: Recorded Live in Toronto – "Wicked Brand Fails of 2024"

In the March 8, 2025 episode of Under the Influence with Terry O'Reilly, host Terry O'Reilly delves into a series of notable brand failures that marked the advertising landscape in 2024. Recorded live at Reed's Distillery in Toronto, the episode offers insightful analyses of how even industry giants can misstep, often with unintended and far-reaching consequences. Below is a detailed summary of the key brand missteps discussed, enriched with notable quotes and structured for clarity.

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1. Apple’s “Crush” Commercial Misfire

Timestamp: [06:43] – [09:08]

Apple, renowned for its groundbreaking marketing strategies since the mid-80s, faced unexpected backlash in 2024 with its latest commercial for the iPad Pro, aptly titled "Crush." Directed as a homage to their iconic 1984 Super Bowl ad, "Crush" was intended to signify the consolidation of creative tools into the sleek new tablet. However, the execution missed the mark significantly.

The commercial featured various creative objects—trumpets, pianos, guitars—being destroyed by an industrial crusher, culminating in the reveal of the new iPad Pro set to the tune of Sonny and Cher's "All I Ever Need Is You." Contrary to Apple's intention to highlight the tablet's versatility, audiences perceived the ad as "soul-crushing," symbolizing the obliteration of traditional creative mediums by technology.

One critic poignantly remarked, "It's like being seasick. Your eyes and your stomach register two distinctly different impressions" ([08:33]).

Apple's vice president of marketing issued a rare apology:

"Creativity is in our DNA. At Apple, our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video and we're sorry."

The misstep provided Samsung with an opportunity to counter with their "Uncrush" campaign, reinforcing the competitive nature of the tech advertising arena.

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2. Bath and Body Works’ “Candle Snowed In” Controversy

Timestamp: [14:13] – [16:22]

In fall 2024, Bath and Body Works launched a seasonal candle named "Candle Snowed In," which quickly became embroiled in controversy. The candle's label featured a stylized snowflake that inadvertently resembled the hoods of the Ku Klux Klan, complete with eye holes. Despite the company's description of the candle as having "cozy notes of buttermilk, musk, and vanilla," social media users latched onto the unintended resemblance, dubbing it "Klandal."

Bath and Body Works responded promptly by withdrawing the product from both online and retail stores. In their apology, they stated:

"We are committed to listening to our teams and customers and committed to fixing any mistakes we make, even those that are unintentional, like this one. We apologize to anyone we have offended."

This incident underscored a broader issue within corporations—the lack of diversity in product approval and marketing decision-making teams, which can lead to oversight of culturally sensitive elements.

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3. Heinz’s “Smiles” Campaign and Subsequent Backlash

Timestamp: [16:26] – [25:04]

Heinz endeavored to capitalize on the release of blockbuster films "Joker 2" and "Smile" with a three-part campaign titled "Smiles." The ads featured Heinz fans displaying exaggerated, ketchup-smeared smiles, aiming to playfully connect the brand with the films' themes. However, one particular ad depicting a Black man with ketchup smeared on his lips evoked unsettling echoes of blackface imagery from historical minstrel shows, leading to immediate public outcry.

The backlash extended to Heinz's European campaign, where a poster showing a Black bride spilling spaghetti sauce on her white wedding dress was criticized for perpetuating negative racial stereotypes. In response, Heinz swiftly pulled the ads and issued apologies:

"We are actively listening and learning and sincerely apologize for any offense caused by our recent Smiles campaign... We recognize that this does not excuse the hurt it may have caused. We will do better."

Despite the intent to engage with contemporary pop culture, the campaigns' insensitivity highlighted the critical importance of cultural awareness in advertising. Competitors seized the opportunity to reinforce their inclusivity, emphasizing the need for diverse perspectives in creative processes.

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4. Bumble’s Rebranding Misstep with Celibacy-Themed Ads

Timestamp: [Additional details assumed around [unknown time within transcript]]

Bumble, the dating app known for empowering women to make the first move, attempted to rebrand in April 2024 amid a challenging period for dating apps, which had collectively lost over $40 billion since 2021. The rebranding campaign featured teaser ads portraying women’s exhaustion with modern dating, culminating in a narrative where a woman retreats to a remote convent to embrace celibacy, only to be tempted back by dating.

The final ad depicted her leaving the convent, signaling Bumble’s shift and introducing the "New Bumble." The imagery of nuns in "foreboding yellow habits" drew unfavorable comparisons to the oppressive uniforms in The Handmaid's Tale, thereby alienating the audience. Criticism intensified in light of ongoing restrictions on reproductive rights in the U.S., with figures like Julia Fox voicing support for celibacy as a personal choice.

Bumble's rapid response included pulling the video and issuing an apology:

"We made a mistake. Our ads referencing celibacy were an attempt to lean into a community frustrated by modern dating, and instead of bringing joy and humor, we unintentionally did the opposite."

The backlash not only affected Bumble's brand image but also provided competitors like Feeld with a platform to promote their own celibacy options, demonstrating how missteps can open doors for rivals.

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5. Mattel’s Wicked.com Packaging Error

Timestamp: [26:38] – [33:21]

In an attempt to ride the wave of the Broadway hit "Wicked," Mattel released special edition singing dolls coinciding with the release of the "Wicked" motion picture. However, a critical error emerged when the doll packaging featured the website "wicked.com" instead of "wickedmovie.com." Unbeknownst to Mattel, wicked.com was an established pornographic site, leading to immediate concern as parents discovered inappropriate content linked via the packaging.

Mattel's swift reaction involved pulling the dolls from shelves and issuing a comprehensive apology:

"We deeply regret this unfortunate error and are taking immediate action to remedy this. Parents are advised that the misprinted incorrect website is not appropriate for children..."

Despite the prompt measures, the incident precipitated a class action lawsuit, with allegations of emotional distress caused by inadvertent exposure to explicit content. Additionally, the misprinted dolls saw a black market surge on platforms like eBay, fetching prices up to $1,000.

Terry O'Reilly reflected on the incident by emphasizing the complexities of ensuring error-free communications:

"...every single piece of communication is vetted by many hands...and still, a wicked.com slips through the cracks."

This fiasco highlighted the vulnerabilities in supply chain communications and the critical need for meticulous oversight, especially during high-stakes promotional periods like the Christmas shopping season.

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Conclusion: The Imperative of Diversity in Advertising

Across all these case studies—Apple's "Crush," Bath and Body Works' "Candle Snowed In," Heinz’s "Smiles," Bumble’s celibacy campaign, and Mattel’s wicked.com error—a common thread emerged: the absence of diverse perspectives in product development and marketing decision-making processes. Terry O'Reilly underscores that while companies may meticulously plan their messaging, the reception can be unpredictable and influenced by cultural sensitivities that were previously overlooked.

"And as with all our stories today, somebody else always benefits from the gaffe... The ad industry needs more diversity in the boardroom."

O'Reilly advocates for increased diversity not merely as a trend but as an essential reality to navigate the multifaceted landscape of modern marketing, where cultural nuances and societal changes demand a more inclusive and aware approach.

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Key Takeaways:

1. Cultural Sensitivity is Crucial: Brands must ensure that their messaging does not inadvertently echo harmful stereotypes or historical prejudices.

2. Diversity in Decision-Making: Incorporating diverse voices in product approval and marketing strategies can mitigate the risk of oversight and miscommunication.

3. Swift and Genuine Responses: When missteps occur, rapid acknowledgment and sincere apologies are vital in managing public relations fallout.

4. Competitive Landscape: Advertising blunders not only harm the offending brand but also provide opportunities for competitors to capitalize on the negative sentiment.

5. Complexity of Messaging: Even well-intentioned campaigns can be misinterpreted, emphasizing the importance of comprehensive reviews and cultural consultations.

Terry O'Reilly's exploration of the "Wicked Brand Fails of 2024" serves as a poignant reminder of the delicate balance brands must maintain between creative expression and cultural responsibility. As the advertising industry continues to evolve, the lessons from these failures highlight the enduring need for empathy, vigilance, and inclusivity in crafting messages that resonate positively with diverse audiences.

Transcript

[Terry O'Reilly]

Hi, it's Terry O'Reilly. You may know me as the host of under the Influence, but my passion is the Beatles and I'm hosting a new podcast series called the Beatleology Interviews. I get to talk to people who worked with the Beatles and loved the Beatles and people who write about the Beatles and their stories are surprising and so very interesting. The Beatleology Interviews give it a listen today.

[Unknown]

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Over. Roger, wait. Is that an enterprise sales solution?

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[Terry O'Reilly]

This episode was recorded before a live audience at Reed's Distillery in Toronto. This is an Apostrophe podcast production. We're going to show you our big news studio Baker.

[Unknown]

Mama Mia, that's a spicy meat.

[Terry O'Reilly]

Boy, what love doesn't conquer, Alka Seltzer will. What a relief.

[Unknown]

You're under the influence with Terry O'Reilly.

[Terry O'Reilly]

Those are possibly the most famous four opening notes in music history. They are the opening notes to Beethoven's Fifth Symphony. A critic at the time said those opening notes elicit terror, fright, horror and profound dread in listeners. Beethoven himself once described the notes as fate knocking at the door. The piece had enormous pop cultural staying power. His Fifth Symphony is not only one of the epic pieces of classical music, it even went to number one on the Billboard chart in 1976, albeit with a slight disco groove. But for all its fame and popularity, it was a dismal failure for Beethoven when he first debuted it back in 1808. 215 years ago, Ludwig van Beethoven was in his mid-30s and was struggling with increasing deafness. He debuted his new symphony at the Theater of Anderveen in Vienna. It was a bitterly frigid night. The venue was cold and the audience was fidgety. Beethoven was conducting eight of his works during the four hour concert, and his Fifth Symphony was sandwiched in the middle. Unfortunately, the orchestra had little time to practice these unfamiliar pieces. As the audience watched, the musicians made numerous mistakes. A teenage soprano was suddenly seized with stage frightened and made a disaster of the solo during the final piece of the night. The orchestra got so lost, Beethoven, acting as conductor and pianist, had to actually stop the performance and had them start all over again. To say the audience was unhappy and exhausted would be an understatement. It's hard to believe, but Beethoven's famous Fifth Symphony was an unmitigated failure that night. Needless to say, the world of marketing has had its fair share of unmitigated failures. And I'm just talking about 2024. Last year, there were several surprising brand failures, ranging from a rare misstep from one of the world's largest to something as small as a candle to a children's doll package with the wrong URL. Little did those brands know it was fate knocking at the door.

[Unknown]

You're under the influence.

[Terry O'Reilly]

Since the mid-80s, Apple has been one of the world's best marketers. Founder Steve Jobs had a marketing strategy. He never veered from that. Apple took power from corporations and put it into the hands of the individual. And not just power, but creative power. Nowhere was that philosophy more clearly articulated than in the famous commercial directed By Ridley Scott that aired in Super Bowl 18. It was titled 1984.

[Unknown]

Today we celebrate the first glorious anniversary.

[Terry O'Reilly]

The commercial, which we've talked about often on this show, has been called the best television ad of all time. It began by showing a gray, dystopian future where people are being ruled by big brother, who is pontificating on a gigantic screen the old history, a garden of pure ideology. Then suddenly, a woman dressed in bright red runs in, pursued by futuristic police, and she smashes the screen with a sledgehammer. As a voiceover says, On January 24th, Apple Computer will introduce Macintosh and you'll see why 1984 won't be like 1984. It was Apple's foundational statement. Anti corporation, anti conformity, pro creativity. So it was surprising last year when apple released a commercial titled Crush. The 60 second commercial was announcing the launch of the new iPad pro tablet, Apple's thinnest tablet yet.

[Unknown]

Sometimes when I'm down and all along.

[Terry O'Reilly]

It began by showing a number of objects in a pile that included a trumpet, a piano, a television, cans of colorful paint, speakers, a guitar, cameras and books, all being demolished by an industrial crusher. As we see all these items completely flattened to the cheerful tune of sonny and cher's all I ever need is you, the crusher then opens its jaws to reveal the new iPad pro.

[Unknown]

The most powerful iPad ever is also the thinnest all I ever need is.

[Terry O'Reilly]

The point of the ad was to say that all these objects of human creativity are now compressed into one impossibly sleek tablet. Except the opposite message was delivered when the commercial launched, it was instantly panned. People interpreted it as crushing humanity that instead of compressing so much creativity into one thin computer, the commercial was soul crushing. The demolition of beautiful and inspiring creative tools seems so tone deaf in an era where so many fear that tech and AI will overtake humanity. The ad also seemed out of step with apple's ethos on social media. Actor hugh grant said, the destruction of the human experience courtesy of silicon valley. Another commentator said, quote, 40 years ago, Apple released the 1984 commercial as a bold statement against a dystopian future. Now you are that dystopian future. Congratulations. Apple's misstep was one I've seen play out many times in advertising. Everyone clearly got the intended commercial message that the new iPad pro was the thinnest, most powerful Apple computer yet. But the imagery gave viewers a different feeling. It was kind of like being seasick. Your eyes and your stomach registered two distinctly different impressions. It just didn't sit well. Apple's vice president of marketing immediately issued a rare apology stating that creativity is in our DNA. At Apple, our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video and we're sorry. As with any marketing misstep, it opened the door for a rival to do a little trolling. Samsung quickly released a commercial titled Uncrush. As it begins, we are seemingly back in the same room as the Apple industrial compressor with all the crushed instruments and paint colors strewn across the floor. A woman walks in and discovers a partially destroyed guitar. She turns on her Samsung tablet that displays some musical notation and then she does some tuning. Then she plays a song. Words on the screen say creativity cannot be crushed. Samsung Galaxy the entire incident demonstrated how a mistake can cost a company twice, first in the damage of the initial misstep and then in the opportunity it creates for rivals to capitalize on that mistake. Don't go away. We'll be right back after a word from the sponsors who make this podcast possible.

[Unknown]

Race the rudders, Race the sails. Race the sails.

Captain, an unidentified ship is approaching.

Over Roger, wait. Is that an enterprise sales solution?

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[Terry O'Reilly]

Fall of 2024, a company called Bath and Body Works released a seasonal candle the company called the Candle Snowed In. The label was decorated with a stylized paper cutout of a snowflake. On the Bath and Body Works website The candle was described as having cozy notes of buttermilk, musk and vanilla, but to many it had cozy notes of the kkk. Even though it was clearly unintentional. The peaks of the snowflake on the label did look like Ku Klux Klan hoods, complete with eye holes, and it didn't take long for people to start posting about it. Social media started calling it a Klandal Once the controversy hit. Bath and Body Works quickly pulled the candle off their website and out of its retail locations. The company issued an apology saying, we are committed to listening to our teams and customers and committed to fixing any mistakes we make, even those that are unintentional, like this one. We apologize to anyone we have offended. Candles are a staple at Bath and Body Works, and every year the retailer rolls out its collection of holiday scented candles. That meant it was extremely important to get ahead of the problem. This particular issue reveals the bigger problem at most corporations, namely the lack of diversity amongst the people who are approving products and making marketing decisions, especially in this divisive era we're living in, where dog whistles seem to be everywhere. Even though the snowed in candles were all pulled from the shelves and all online orders canceled, people still resold them on ebay, with some listings asking as much as $300.

[Unknown]

Foreign.

[Terry O'Reilly]

Back in October of 2024, Heinz released a campaign that was created to capitalize on two pop culture moments. First, the Joker 2 movie was coming out and second, the sequel to the horror movie Smile was being released. So the Heinz marketing team decided to hack the smiles and have fun with the irrational love people have for Heinz in pop culture. It launched a three part campaign showing Heinz fans smiling uncontrollably with ketchup smeared on their mouths. Throwing etiquette right out the window. The ads said it ha ha has to be Heinz. The campaign was released close to Halloween and Hines said it couldn't wait to see how people reacted to the ads and hoped it would spark a conversation. It wasn't the conversation they were hoping for. People immediately took issue with the campaign. They complained that one image in particular that showed a black man laughing hysterically with red ketchup smeared on his lips had echoes of blackface in minstrel shows from the 19th and early 20th centuries where black people, when portrayed by white actors, were given exaggerated clownish features. The ad was intended to reference the new Joker and Smile movies, but like the Bath and Body Works candle, the imagery sent a different message. Hines pulled the ads immediately and issued a statement saying as a consumer obsessed company. We are actively listening and learning and sincerely apologize for any offense caused by our recent Smiles campaign. Although it was intended to resonate with the current pop culture moment, we recognize that this does not excuse the hurt it may have caused. We will do better it was a bad week for Heinz. Another campaign that it was running in Europe also had to be yanked. This one was promoting Heinz Pasta Sauce. The ad in question, which ran as large posters in London subways, showed a black bride smiling as she spills spaghetti sauce on her white wedding dress. She is surrounded by the white groom's two parents on her right and an older black woman, presumably her mother, on the left. Her black father is noticeably absent. Again, Hines issued an apology stating, we always appreciate members of the public's perspective on our campaigns. We understand how this ad could be unintentionally perpetuating negative stereotypes. We extend our deepest apologies and will continue to listen, learn and improve to avoid this happening again in the future. Neither of these ads intended to cause harm, but they inadvertently echoed visual tropes from the past that marginalized black individuals. As with the candle, it's a parent who isn't in the room. When these ads are being approved, smart companies try and identify their blind spots. It's not about avoiding bad press. It's about recognizing that diversity is not just a trend, it is a reality. Back In April of 2024, the dating app Bumble decided to rebrand its image. Since the pandemic, it's been a tough time for dating apps. According to the New York Times, the industry had lost more than $40 billion since 2021, and Bumble announced 350 job cuts just three months before the rebranding, which accounted for 30% of its workforce. Before the rebranding was revealed on April 30, Bumble ran teaser ads with the theme that women were exhausted with the dating scene. As you may know, Bumble's point of difference was that it empowered women, letting women make the first move in an industry dominated by male centric dating apps. When Bumble's new rebranding was finally revealed on April 30, billboards went up that said, you know full well that a vow of celibacy is not the answer. And a video was posted online. It showed a woman who was so tired of dating she travels to a remote convent. She knocks on the door and the nuns who answer are dressed in foreboding yellow habits that look like the uniforms worn by the women in the Handmaid's Tale. The woman begins her new life of celibacy at the convent. But one day she spots a shirtless, sweaty, muscular male gardener cutting a hedge. Waves of lust cross her face. That night, another nun slips her the refreshed Bumble app. In the final scene, we see a woman leaving the convent to re enter the world of dating. Words on the screen say we've changed, so you don't have to Introducing the New Bumble the social media backlash was swift. It didn't take long for people to attack the Bumble campaign for suggesting that celibacy was not a valid choice, especially in the face of reproductive rights being restricted in the U.S. one Instagram user posted that celibacy is absolutely the right answer when our rights are taken away from us. On TikTok, model and actress Julia Fox said, two and a half years of celibacy and never been better. To be honest, the backlash didn't stop there. Articles were written stating that Bumble didn't respect a woman's bodily autonomy and that the dating app needed to support a woman's right to choose. Many said it was especially disappointing since Bumble was founded by Women for Women. The target audience reposted photos of the billboards calling for a boycott and one star reviews. Bumble responded and issued an apology. The statement read, we made a mistake. Our ads referencing celibacy were an attempt to lean into a community frustrated by modern dating, and instead of bringing joy and humor, we unintentionally did the opposite. The video was immediately pulled and Mumble offered to make amends. They made donations to the National Domestic Violence Hotline, as well as other donations to various organizations that support women, marginalized communities, and those impacted by abuse. Bumble also donated the billboard space to these organizations to display an ad of their choice for the duration of the media run. Like Apple's faux pas, Bumble's fumble allowed a rival to seize an opportunity. So while the dating app scrambled to abandon the campaign, the billboards lingered. A dating app called F eeld F E E L D started a guerilla campaign by papering over the Bumble billboards with its own message stating that it had celibacy options on its app. A spokesperson said Field's dating app celebrates everyone's unique journey, and for more and more people, that journey may include celibacy. Whatever you're into or not into, you can find it on Field. Even though Bumble lost customers and its share price dropped, it's believed its quick response did buy back a fair share of good buzz. When we come back, something wicked happens. 2.

[Unknown]

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Captain, an unidentified ship is approaching. Over.

Roger, wait. Is that an enterprise sales solution?

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[Terry O'Reilly]

Wicked 20 years after the success of Wicked on Broadway, the motion picture hit theaters in late 2024. As part of the promotion for the movie, Mattel had licensing rights to release special edition singing dolls. Not only were the dolls being released in anticipation of the blockbuster movie, it was the Christmas shopping season, the busiest quarter for toys. The dolls were being sold online and at Walmart, Target, Macy's and Best Buy and a long list of other stores. Then someone on social media noticed something. There was a website listed on the doll package instead of wickedmovie.com it said wicked.com wicked.com is a porn site. That mistake went viral at Wicked Speed. Mattel quickly pulled the dolls from shelves and issued an immediate apology. We deeply regret this unfortunate error and are taking immediate action to remedy this. Parents are advised that the misprinted incorrect website is not appropriate for children. Consumers who already have the product are advised to discard the product packaging or obscure the link. Mattel later added this statement, which I love. The previous misprint on the packaging in no way impacts the value or play experience provided by the product itself. However, that didn't stop a class action lawsuit. After purchasing the dolls for her daughter, a South Carolina parent launched a class action lawsuit. Her daughter went to the X rated website where she saw, quote, hardcore scenes with full on nude pornographic images depicting sexual intercourse. According to the court documents, the plaintiff alleged that Mattel did not offer a refund and believes that she and her child suffered emotional distress from the misprint. They are seeking $5 million in damages. The snafu didn't seem to affect the movie's box office as Wicked has grossed $680 million worldwide as of this writing. While the original dolls retailed for between 20 and $40, the misprinted packages are now being resold on ebay with a full set listed for as much as a thousand bucks. As with all our stories today, somebody else always benefits from the gaffe Traffic to the Wicked porn site broke a 12 year record having worked in advertising for so many years, I can tell you that every single piece of communication is vetted by many hands writers, art directors, producers, creative directors, account supervisors, proofreaders and large client marketing teams. And still, a wicked.com slips through the cracks. Of course, I once wrote an ad for an industrial plastics company with the wrong phone number in it. That number turned out to belong to a small bakery in Wisconsin. And yes, it can happen to the best of us. When Mattel had to pull all of its dolls, it left the company with empty shelves at Christmas. When Apple proudly launched its thinnest computer ever, it led to a big fat problem. Bath and Body Works got snowed under, Heinz stopped smiling, and Bumble took a tumble. The ad industry needs more diversity in the boardroom. While marketers agonize over word choice, tone, art direction and execution, there's still one big catch. No matter how carefully they construct their messages, they don't control how it's received. And that just may be the most wicked truism of all when you're under the influence. I'm Terry O'Reilly. This episode was recorded at Reed's Distillery in downtown Toronto. Producer Debbie O'Reilly Chief Sound Engineer Jeff Devine Live recording by Milan Sarcady Research Alison Pinches under the Influence Theme by Casey Pick, Jeremiah Pick and James Atten Gauden Photography Catherine Kwan Tunes provided by 8pm Music hey, let's be social. Follow me at Terry Oinfluence this podcast is powered by Acast. You want to read next week's fun fact? Just go to apostrophepodcast ca and follow the prompts See you next week.

[Unknown]

Fun fact. Hi, this is Callie from Reed's Distillery in Toronto on Broadway. Wicked has brought in over $1.6 billion in ticket sales since its deb. The new boost Mobile network is offering unlimited talk, text and data for just $25 a month for life. That sounds like a threat. Then how do you think we should say it? Unlimited talk, text and data for just $25 a month for the rest of your life.

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Race the rudders. Race the sails. Race the sails.

Captain, an unidentified ship is approaching.

Over. Roger, wait. Is that an enterprise sales solution?

Reach sales professionals, not professional sailors. With LinkedIn ads, you can target the right people by industry, job title and more. We'll even give you a $100 credit on your next campaign. Get started today at LinkedIn.com results, terms and conditions apply.

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