{"id":70125,"date":"2017-08-01T17:46:47","date_gmt":"2017-08-01T16:46:47","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/missing-target-audience-cautionary-tales\/"},"modified":"2025-03-07T17:18:39","modified_gmt":"2025-03-07T17:18:39","slug":"missing-target-audience-cautionary-tales","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/missing-target-audience-cautionary-tales\/","title":{"rendered":"Missing your target audience \u2013 Cautionary tales from ad land"},"content":{"rendered":"

Shoot for the moon, or just pretend that\u2019s what you were aiming for\u2026<\/strong><\/h3>\n

When it comes to bad advertising, annoying your audience is one thing, but causing offence can be fatal. You might have the right product, but what if you have the wrong target audience? Or worse, create something that excludes and insults various audiences?\u00a0 Copywriting agencies and content producers are full of ideas, but even with all the market research and customer insight in the world, there can still be moments when the target is hopelessly missed.<\/p>\n

When Pepsi lost the plot<\/strong><\/h3>\n

There are plenty of cringe-worthy ads in the ether, but what\u2019s more interesting is when big name brands manage to miss the mark, despite their deep pockets and all that agency genius at their fingertips. Cue Kendall Jenner and her peace-making can of Pepsi \u2026
\nThe model escapes her oppressively boring photo shoot after meeting the eyes of a handsome, male protester. She decides to join him and other young people in a march seemingly without a cause. Mid-protest, when tensions peak, Kendall hands over a can of Pepsi to a police officer\u2026 problem solved!<\/p>\n

Pepsi unites the world… in condemnation<\/strong><\/h3>\n

The ad was universally panned for oversimplifying the act of protest, and totally dismissing the risks and complexities of social and political unrest. It also appeared particularly insensitive against the backdrop of the Black Lives Matter movement. Audiences\u2019 disdain caused the advert to go viral on social media and it was quickly pulled by Pepsi. They apologised, but the damage was done.
\nLesson<\/strong>: Even the most sparkly of celebrity endorsements can\u2019t polish a turd.<\/p>\n

Body shaming on the daily commute<\/strong><\/h3>\n

Protein World\u2019s \u2018Are you beach body ready?\u2019 advert from 2015 caused international uproar with its sexualised image of a woman in a bikini and body shaming message. British audiences protested first and when the incredibly unsuccessful ad was taken across the pond, Americans echoed our outrage.
\nLesson<\/strong>: Test and learn doesn\u2019t work if you don\u2019t learn anything from your first foray.<\/p>\n

Cars that lack drive and direction<\/strong><\/h3>\n

It\u2019s tough when you so desperately want to be cool, but you find that you\u2019re actually dull and boring. This is exemplified surprisingly often in the automotive industry.
\nThe 1995-2005 Mazda Bongo Friendee was marketed to young people; the name was supposed to ignite a theme of music and fun with friends. It failed spectacularly, appealing instead as a handy low budget model for the grey pound market and families.
\nAnother example of marketing misadventure from the 1990s is the Ford Probe \u2013 a name that was supposed to evoke technological advancements, but that cynical Brits just found laughable.
\nSuccess can occur in unexpected markets, however. For example, for years Honda tried to market models such as the HR-V (known as the \u2018Joy Machine\u2019) to younger drivers, only to find that the grey pound was once again providing the most revenue due to the car\u2019s reliability, spaciousness and ruddy good engines.
\nLesson<\/strong>: Customer research should always be common-sense-checked.<\/p>\n

Start conversations, not fires<\/strong><\/h3>\n

Controversy can be cool and spark interest and engagement, but not if it\u2019s insensitive and ill considered.
\nAll of the advertising hiccups above could have been avoided with more genuine understanding of the target audience and a bit more testing. We know this cynical world can be hard to please, but when a brand hits an advertising bullseye, the viral advert kudos is immortalised forever.
\nMore from Stratton Craig \u2026<\/strong><\/p>\n