10 Controversial Advertising Campaigns That Backfired

In today’s fast-paced world of advertising, brands are constantly striving to create campaigns that will capture attention and go viral. However, the drive to be bold or innovative sometimes leads to massive blunders, with ads causing outrage instead of admiration.

These are more than just PR missteps—these campaigns generated global backlash, sparked debates about social issues, and forced brands to reevaluate their approaches. Here are ten contemporary advertising campaigns that backfired spectacularly.

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10Pepsi’s “Live for Now” Protest Ad (2017)

Pepsi’s 2017 “Live for Now” ad starring Kendall Jenner quickly became a prime example of how not to co-opt social movements for advertising purposes. The commercial showed Jenner abandoning a photoshoot to join a protest, where she eventually hands a can of Pepsi to a police officer, seemingly resolving the tension between the protestors and the authorities. The ad attempted to align the brand with activism but was widely condemned for trivializing serious social issues, particularly in light of the ongoing Black Lives Matter movement.

The imagery of Jenner, a white supermodel, handing a soda to a police officer to diffuse a protest was viewed as tone-deaf, given the real-world struggles faced by marginalized communities in confrontations with law enforcement. Critics pointed out that the ad seemed to reduce the complex realities of protests to a superficial moment of corporate goodwill. Social media users flooded platforms with memes and criticism, forcing Pepsi to pull the ad within 24 hours of its release. The company issued an apology, but the controversy lingered, and the campaign became a lasting symbol of corporate misjudgment.[1]

9Heineken’s “Sometimes, Lighter Is Better” (2018)

Heineken found itself at the center of a controversy in 2018 after releasing a commercial for its light beer featuring the tagline, “Sometimes, Lighter Is Better.” The ad showed a bartender sliding a Heineken Light past several people of color before it reached a lighter-skinned woman at the end of the bar. While the campaign was meant to promote the beer’s low-calorie content, the slogan and imagery sparked accusations of racism and insensitivity.

Many viewers, including prominent figures like Chance the Rapper, criticized the ad for its troubling