{"id":1237,"date":"2012-12-22T17:28:34","date_gmt":"2012-12-22T17:28:34","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=1237"},"modified":"2019-02-14T20:24:34","modified_gmt":"2019-02-14T20:24:34","slug":"najwieksze-wpadki-marek-w-2012r","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/najwieksze-wpadki-marek-w-2012r\/","title":{"rendered":"Najwi\u0119ksze wpadki marek w 2012r."},"content":{"rendered":"<p>Tim Nudd opracowa\u0142 ranking najwi\u0119kszych wpadek marek w 2012r. na \u015bwiecie. Po\u015bmiejmy si\u0119, pomy\u015blmy i wyci\u0105gnijmy wnioski. A jakie marki Twoim zdaniem w Polsce zaliczy\u0142y najwi\u0119ksze wpadki? Napisz do mnie wykorzystuj\u0105c formularz na dole strony.<\/p>\n<p><strong>20 | HARVEY NICHOLS<\/strong><\/p>\n<p style=\"text-align:center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/Harvey%20Nichols.jpg\" width=\"456\" height=\"329\" \/><\/p>\n<p>\u201eSpr\u00f3buj powstrzyma\u0107 swoje emocje\u201d \u2013 taki przekaz zawiera\u0142y reklamy domu mody Harvey Nichols, kt\u00f3ry pokazywa\u0142 zdj\u0119cia zasikanych modelek. Wielu ludzi by\u0142o przeciwnych temu przekazowi, ale firma uzna\u0142a, \u017ce to tylko \u201ewizualna reprezentacja znanego wra\u017cenia\u201d<\/p>\n<p><strong>19 | AMAZON<\/strong><\/p>\n<p style=\"text-align:center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/Amazon.jpg\" width=\"450\" height=\"301\" \/><\/p>\n<p>S\u0142odk\u0105 wpadk\u0119 mia\u0142 Amazon na billboardzie w Waszyngtonie w kwietniu. Pokaza\u0142 pierwsz\u0105 stron\u0119 &#8222;Kosog\u0142osa&#8221; \u2013 ostatniej ksi\u0105\u017cki (wydanej w 2010r.) w trylogii Suzanne Collins \u201eHunger Games\u201d. Strona ujawnia najwa\u017cniejsze punkty fabu\u0142y dw\u00f3ch poprzednich ksi\u0105\u017cek, psuj\u0105c efekt potencjalnym czytelnikom.<\/p>\n<p><strong>18 | IKEA<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/Ikea.jpg\" width=\"434\" height=\"245\" \/><\/p>\n<p>Sprzedawca mebli mia\u0142 problem we wrze\u015bniu, po tym jak IKEA z Arabii Saudyjskiej wpad\u0142a na pomys\u0142 u\u017cy\u0107 Photoshopa by pozby\u0107 si\u0119 kobiet ze swojego katalogu. IKEA przeprosi\u0142a: \u201emusimy zareagowa\u0107 i zrozumie\u0107, \u017ce brak arabskich kobiet w katalogu stoi w konflikcie z warto\u015bciami grupy IKEA\u201d<\/p>\n<p><strong>17 | HUGGIES<\/strong><\/p>\n<div class=\"embed-vimeo\" style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/49980480\" width=\"600\" height=\"338\" frameborder=\"0\" webkitallowfullscreen mozallowfullscreen allowfullscreen><\/iframe><\/div>\n<p>Marka pieluch szybko zmieni\u0142a kampani\u0119 &#8222;Dad Test&#8221; po tym jak w marcu pokaza\u0142a ojc\u00f3w jako bezradnych i oboj\u0119tnych opiekun\u00f3w oraz zasugerowa\u0142a, \u017ce dzieci nie mog\u0105 przetrwa\u0107, gdy mama jest daleko.Poprawiony spot pokaza\u0142 ojc\u00f3w jako kochaj\u0105cych i ostro\u017cnych, nie stanowi\u0105cych \u017cadnego zagro\u017cenia dla ich potomstwa.<\/p>\n<p><strong>16 | OREO<\/strong><\/p>\n<p style=\"text-align:center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/AMC%20Oreo.jpg\" width=\"434\" height=\"285\" \/><\/p>\n<p>Oreo sta\u0142o si\u0119 ofiar\u0105 zamieszania na Twitterze, kiedy sie\u0107 kin AMC zbeszta\u0142a mark\u0119 we wrze\u015bniu pytaj\u0105c fan\u00f3w, czy musz\u0105 za ka\u017cdym razem przychodzi\u0107 z tymi ciasteczkami na filmy.<\/p>\n<p><strong>15 | BIC<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/Bic.jpg\" width=\"456\" height=\"303\" \/><\/p>\n<p>Marce BIC dosta\u0142o si\u0119 w sierpniu od sarkastycznych recenzent\u00f3w Amazon, wy\u015bmiewaj\u0105cych zaprojektowane dla niej pi\u00f3ra \u201eby zmie\u015bci\u0142y si\u0119 w kobiecej d\u0142oni\u201d czy zaprojektowane jako \u201eefektowna bary\u0142ka dost\u0119pna w r\u00f3\u017cu i fiolecie\u201d. Co\u015b jak teksty na polskim Grouponie.<\/p>\n<p><strong>14 | BURGER KING<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/burger-king.jpg\" width=\"461\" height=\"346\" \/><\/p>\n<p>Zdj\u0119cie w lipcu przes\u0142ane do 4Chan z podpisem \u201eto jest sa\u0142ata, kt\u00f3r\u0105 jesz Burger Kingu\u201d, kt\u00f3re obieg\u0142o ca\u0142y internet. Na podstawie geotag\u00f3w, ustalono \u017ce zdj\u0119cie zrobiono w  BK w Mayfield Heights, Ohio. Trzech pracownik\u00f3w zosta\u0142o p\u00f3\u017aniej zwolnionych.<\/p>\n<p><strong>13 | SPY SUNGLASES<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/Spy.jpg\" width=\"421\" height=\"241\" \/><\/p>\n<p>Ten \u201eSzcz\u0119\u015bliwy, \u017ce siedzi Ci na twarzy\u201d billboard marki okular\u00f3w Spy, mia\u0142 przez 5 tygodni cieszy\u0107 oczy w Carlsbad w Kaliforni. Zosta\u0142 rozebrany we wrze\u015bniu 2012r. po zaledwie jednym tygodniu, z powodu licznych skarg.<\/p>\n<p><strong>12 | NESTLE<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/nestle_pedobear.jpg\" width=\"436\" height=\"271\" \/><\/p>\n<p>Pierwsze, oficjalne zdj\u0119cie Nestle w Instagramie w lipcu 2012r. Nie wygl\u0105da\u0142o zbyt dobrze. Przedstawia\u0142o nied\u017cwiedzia podobnego do Pedobear \u2013 ulubionej, nieoficjalnej maskotki pedofil\u00f3w. Firma zosta\u0142a zmuszona do wyt\u0142umaczenia si\u0119 i w ostateczno\u015bci usuni\u0119cia zdj\u0119cia.<\/p>\n<p><strong>11 | PETA<\/strong><\/p>\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/m0vQOnHW0Kc?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=pl-PL&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<p>Spot PETA, przeznaczony na Walentynki, sugerowa\u0142 \u017ce me\u017cczy\u017ani na diecie wega\u0144skiej, maj\u0105 energi\u0119 do nieko\u0144czacego si\u0119 seksu, pozostawiaj\u0105c po nich kobiety ca\u0142kiem posiniaczone i wyczerpane. Przeciwnicy przemocy domowej znienawidzili t\u0119 reklam\u0119. Podobnie jak wszyscy inni.<\/p>\n<p><strong>10 | HALE AND HEARTY<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/Hale-and-Hearty.jpg\" width=\"461\" height=\"346\" \/><\/p>\n<p>Sie\u0107 sklep\u00f3w Hale and Hearty zmieni\u0142a swoj\u0105 lokalizacj\u0119 informuj\u0105c w do\u015b\u0107 obsceniczny spos\u00f3b o \u201eMary, kt\u00f3ra obs\u0142u\u017cy ka\u017cdego faceta pojawiaj\u0105cego si\u0119 w naszym sklepie\u201d. Kto\u015b w\u0142ama\u0142 si\u0119 do serwer\u00f3w sieci i zmieni\u0142 tre\u015b\u0107 wiadomo\u015bci, przekazuj\u0105c j\u0105 nast\u0119pnie do ca\u0142ej bazy subskrybent\u00f3w. Sie\u0107 obieca\u0142a, \u017ce nigdy wi\u0119cej si\u0119 to nie powt\u00f3rzy.<\/p>\n<p><strong>9 | STUBHUB<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/StubHub-Offensive-Tweet.png\" width=\"458\" height=\"342\" \/><\/p>\n<p>5 pa\u017adziernika 2012r. kto\u015b, kto my\u015bla\u0142 \u017ce jest zalogowany na prywatnym koncie Twittera, zamie\u015bci\u0142 obsceniczny TGIF na koncie marki StubHub. Doprowadzi\u0142o to do szybkich przeprosin zawstydzonej marki.<\/p>\n<p><strong>8 | HEALTHNET<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/HealthNet.jpg\" width=\"449\" height=\"293\" \/><\/p>\n<p>We wrze\u015bniu mark\u0119 HealthNet z\u0142apano na umieszczaniu fa\u0142szywych tweet\u00f3w na jego billboardach, od ludzi kt\u00f3rych konta nie istniej\u0105.<\/p>\n<p><strong>7 | WALMART<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/Walmart.jpg\" width=\"448\" height=\"252\" \/><\/p>\n<p>Akcja promocyjna Wallmarta na Facebooku, polegaj\u0105ca na wskazaniu ulubionego sklepu, kt\u00f3ry odwiedzi raper Pitbull, wymkn\u0119\u0142a si\u0119 organizatorom spod kontroli. Dzi\u0119ki grupie dowcipnisi\u00f3w, raper musia\u0142 odwiedzi\u0107 Walmart w miejscowo\u015bci Kodiak na Alasce. Stwierdzi\u0142, \u017ce dla swoich fan\u00f3w uda si\u0119 gdziekolwiek b\u0119d\u0105 na \u015bwiecie \ud83d\ude42<\/p>\n<p><strong>6 | GAP<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/Gap.jpg\" width=\"435\" height=\"273\" \/><\/p>\n<p>30 pa\u017adziernika, GAP ostrzega\u0142 ludzi na Twitterze aby zachowa\u0107 bezpiecze\u0144stwo podczas huraganu Sandy, a przy okazji zrobi\u0107 ma\u0142e zakupy w serwisie Gap.com. Sie\u0107 przeprosi\u0142a za swoje dzia\u0142ania.<\/p>\n<p><strong>5 | POP CHIPS<\/strong><\/p>\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/Szffkp5uE8g?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=pl-PL&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<p>Ashton Kutcher nie zachwyci\u0142 nikogo makija\u017cem i ci\u0119\u017ckim, india\u0144skim akcentem. Marka szybko zlikwidowa\u0142a t\u0119 reklam\u0119, w\u015br\u00f3d licznych oskar\u017ce\u0144 o rasizm.<\/p>\n<p><strong>4 | HITLER STORE<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/Hitler.jpg\" width=\"445\" height=\"297\" \/><\/p>\n<p>Nie nazywaj swojego sklepu \u201eHitler\u201d. Jeden przedsi\u0119biorca ju\u017c to zrobi\u0142 i szybko musia\u0142 zmieni\u0107 nazw\u0119 po globalnym oburzeniu.<\/p>\n<p><strong>3 | KITCHEN AID<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/KitchenAid.jpg\" width=\"436\" height=\"277\" \/><\/p>\n<p>Podczas debaty prezydenckiej w USA, 3 pa\u017adziernika 2012r. na profilu TT  KitchenAid, kto\u015b wyra\u017ca\u0142 si\u0119 niepochlebnie o babci prezydenta Obamy, kt\u00f3ra zmar\u0142a kr\u00f3tko przed obj\u0119ciem przez niego urz\u0119du. Tradycyjnie, napisane przez kogo\u015b, kto my\u015bla\u0142 \u017ce jest zalogowany na koncie osobistym, a nie koncie oficjalnym marki. Marketer przeprosi\u0142, informuj\u0105c \u017ce \u201eniesmaczne \u017carty w \u017caden spos\u00f3b nie reprezentuj\u0105 warto\u015bci KitchenAid\u201d oraz \u017ce wyci\u0105gni\u0119to konsekwencje wobec tej osoby.<\/p>\n<p><strong>2 | BELVEDERE<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/belvedere.jpg\" width=\"428\" height=\"428\" \/><\/p>\n<p>Marka w\u00f3dki zosta\u0142a zasypana negatywnymi komentarzami po opublikowaniu tej reklamy na Facebooku w marcu. Charles Gibb, Prezes Belvedere z\u0142o\u017cy\u0142 o\u015bwiadczenie w odpowiedzi na incydent:  \u201eChcia\u0142bym, aby osobi\u015bcie przeprosi\u0107 za obra\u017aliwy post, kt\u00f3ry niedawno pojawi\u0142 si\u0119 na naszej stronie na Facebooku. To nigdy nie powinno mie\u0107 miejsca. Prowadz\u0119 obecnie dochodzenie w tej sprawie w celu ustalenia, jak to si\u0119 sta\u0142o i by mie\u0107 pewno\u015b\u0107, \u017ce nigdy nie zrobi czego\u015b podobnego ponownie.Tre\u015b\u0107 jest sprzeczna z naszymi warto\u015bciami i g\u0142\u0119boko \u017ca\u0142uj\u0119 tego kroku. Jako wyraz naszego \u017calu nad tym zakresie podj\u0119li\u015bmy decyzj\u0119 o darowiznie na Rainn (Ameryka\u0144ska, najwi\u0119ksza organizacja antyprzemocowa).<\/p>\n<p><strong>1 | LA REDOUTE<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" alt=\"\" src=\"https:\/\/www.adweek.com\/files\/adfreak\/images\/1\/La-Redoute.jpg\" width=\"456\" height=\"358\" \/><\/p>\n<p>Francuska sie\u0107 odzie\u017cowa La Redoute stworzy\u0142a najbardziej dziwaczn\u0105 reklam\u0119 na stronie internetowej i w katalogu, umieszczaj\u0105c czw\u00f3rk\u0119 radosnych dzieci na pla\u017cy, a w tle brodz\u0105cego, go\u0142ego kolesia po \u0142ydki w wodzie. Uciekajcie dzieci, uciekajcie ! \ud83d\ude42<\/p>\n<p><em>Na podstawie \u201eThe 20 Biggest Brand Fails of 2012. A shameful roundup of the year&#8217;s most humiliating marketing blunders By Tim Nudd\u201d, AdWeek. <\/em><\/p>\n<div data-test='contact-form'\n\t\t\tid='contact-form-1237'\n\t\t\tclass='wp-block-jetpack-contact-form-container '\n\t\t\tdata-wp-interactive='jetpack\/form' data-wp-context='{\"formId\":\"1237\",\"formHash\":\"42c284b187e25ec52401c96f95dd7fcaf746bf1c\",\"showErrors\":false,\"errors\":[],\"fields\":[],\"isMultiStep\":false,\"useAjax\":true,\"submissionData\":null,\"formattedSubmissionData\":[],\"submissionSuccess\":false,\"submissionError\":null,\"elementId\":\"jp-form-42c284b187e25ec52401c96f95dd7fcaf746bf1c\",\"isSingleInputForm\":false}'\n\t\t\tdata-wp-watch--scroll-to-wrapper=\"callbacks.scrollToWrapper\"\n\t\t>\n<div class=\"contact-form-submission contact-form-ajax-submission\" data-wp-class--submission-success=\"context.submissionSuccess\"><p class=\"go-back-message\"><a class=\"link\" role=\"button\" tabindex=\"0\" data-wp-on--click=\"actions.goBack\" href=\"\/blogomarketingu\/wp-json\/wp\/v2\/posts\/1237\">Wr\u00f3\u0107<\/a><\/p><h4 id=\"contact-form-success-header\">Twoja wiadomo\u015b\u0107 zosta\u0142a wys\u0142ana<\/h4>\n\n<template data-wp-each--submission=\"context.formattedSubmissionData\">\n\t\t\t\t\t<div class=\"jetpack_forms_contact-form-success-summary\">\n\t\t\t\t\t\t<div class=\"field-name\" data-wp-text=\"context.submission.label\" data-wp-bind--hidden=\"!context.submission.label\"><\/div>\n\t\t\t\t\t\t<div class=\"field-value\" data-wp-text=\"context.submission.value\"><\/div>\n\t\t\t\t\t\t<div class=\"field-images\" data-wp-bind--hidden=\"!context.submission.images\">\n\t\t\t\t\t\t\t<template data-wp-each--image=\"context.submission.images\">\n\t\t\t\t\t\t\t\t<figure class=\"field-image\" data-wp-class--is-empty=\"!context.image\">\n\t\t\t\t\t\t\t\t\t<img data-wp-bind--src=\"context.image\" data-wp-bind--hidden=\"!context.image\" \/>\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" 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Po\u015bmiejmy si\u0119, pomy\u015blmy i wyci\u0105gnijmy wnioski. A jakie marki [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt 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