Top 10 Marketing Blunders of 2008

Yeah, there’s a lot more than 10 here. What can I say? It was a very good year for very bad things.

(PS: If you liked this would you mind going here and voting for it on Digg?)

GRAND PRIZE FOR SUSTAINED ORGANIZATIONAL EFFORT

(tie)

The John McCain Presidential Campaign

• “Our economy, I think, is still — the fundamentals of our economy are strong.”
• Has no idea how many houses he (or his wife) owns.
• Picks Sara Palin, the Broad to Nowhere who couldn’t find Russia or Africa on a map.
• Campaign adviser and former HP CEO Carly Fiorina says Palin couldn’t run a major corporation.
• Campaign adviser and former senator Phil Gramm says Americans are whiners about economic problems.
• “Shutting down” his campaign to fix the bailout.
• “Lipstick on a pig”
• Egregious attack on Dungeons & Dragons that clearly cost him the election. (OK, maybe not so much the last one).

GM

• June: with gas heading to $4-a-gallon, company announces it is trying to sell the Hummer brand. As of today, sale is still pending.
• August: with gas at $4-a-gallon, company announces it will take the bold move of investing “$500 million to build a new fuel-efficient, small car the automaker says will show it can make money in head-to-head competition with its Japanese rivals as it fights to return to profitability.”
• October: Asks Treasury Dept. for $10 billion to pay for proposed merger with Chrysler
• Early November: car company that already isn’t selling cars argues it can’t file for bankruptcy because “people won’t buy cars from a bankrupt car company.”
• Late November: leads troika of Detroit CEOs to DC to ask for taxpayer money to balance the books. Each flies in on wings of attitude and three separate corporate jets.
• December: runs weasel-word mea culpa in Automotive News: “While we’re still the U.S. sales leader, we acknowledge we have disappointed you. At times we violated your trust by letting our quality fall below industry standards and our designs become lackluster. We have proliferated our brands and dealer network to the point where we lost adequate focus on our core U.S. market. We also biased our product mix toward pick-up trucks and SUVs. And, we made commitments to compensation plans that have proven to be unsustainable in today’s globally competitive industry.“

Runners Up

1. Ford features “Space Oddity” — a song about astronaut suicide — in new car campaign.
2. Framingham State College  uses the word blah 137 times in a 312-word fundraising letter.
3. Disney (multiple entries): Bans kids from DisneyWorld restaurant; Changes “It’s A Small World” to “A Salute to All Nations, But Mostly America”; and Sells “High School Musical” panties for tween girls with the phrase “Dive In” on them.
4. Woolworths (UK) launches Lolita brand of beds for young girl
5. JetBlue lives up to Southwest’s parody ad by charging for pillows.
6. Russia uses smiling kids in tourism ad for war zone
7. Residents of Lesbos sue those other lesbians over brand name
8. Motrin gets headache from viral moms video
9. Butcher’s ads feature “Meat Products, Fresh Service” on naked woman
10. Hershey asks if you’ve found Mr. Goodbar

Special Jury Awards

Co-Branding That Shouldn’t Have Been

• Windows Vista toilet paper
• The Muppets appear on DVD for Law & Order: SVU
  
• Barbie® Rice Krispies® Treats
• P&G starts hip-hop record label (Bounce® and Beyonce? Jay Z and Oral B®? 50 Cent and Febreze®? Snoop Dogg and Eukanuba®? Ghostface Killah and Ghost®? Lil Wayne & Pampers®?)

The Alpha & Omega of Over-reaching

• God’s chosen racing team loses at the Indy 500
• “Pope’s Cologne Provides Solace to Grieving Widow”
• “Can Batman Teach Spiritual Truth?”
• Email service lets you taunt friends after The Rapture
• McDonalds compares Ray Kroc to Martin Luther King Jr.

Product Failure

• LifeLock ID protection service fails to protect CEO’s identity
• Anti-shark device found to attract sharks

The Penguins Of Irony “Oh NO You Din’t” Awards

• Publisher says bankruptcy puts magazine chain in “a position poised for wonderful growth
• WaMu continues to send credit card offers after going out of business

Previous years’ lists

• Top 10 from 2007
• Dozen Dumbest Press Releases from 2006
• 10 Dumbest Business Quotes from 2006

Company introduces “Sarah-Cuda” hunting bow

What’s pink, cuddly and can bring down a moose or at least a Biden? The GOP hopes it’s Sarah Palin, they might want to invest in Lakota Industries adorable new hunting bow. While the pink camo is certainly fitting  … you really have to hope anything your hunting is color blind. Or maybe it will distract Dick Cheney if you ever have to go hunting with the current VP.

Other potential candidate/product tie ins:

• The Joe Biden Leaf Blower — How much hot air do you need?
• The John McCain Pistol Holster — Allows you to shoot from the hip and automatically hit your own foot.
• Barack Obama Holy Water — Everybody keeps telling me he can perform miracles.

Are Bidens in season?

Nice move: The company will donate 10 percent of Sarah-Cuda proceeds to the National Association for Down Syndrome.

Covering O’Biden or McCan’t conventions a giant waste of media money

The political conventions are perfectly timed this year, serving as a perfect antidote to the just finished Munich Beijing Potemkin Olympics. Whatever their many moral faults, the Olympics weren’t boring.

This year I became entranced with field hockey. That was fun to watch. Not as much fun as Usian Bolt, but nothing is as much fun as watching Bolt. The fun couldn’t even be spoiled by the commentator kvelling about how if Bolt had just really focused when he won the first two gold medals he really could have done something. A) He won the damn races going away, so shut up. B) He showed plain old fashioned joy while doing it, so shut up.

The only thing that could have made these games better would have been if NBC had dedicated one channel to a constant live feed of the complete lack of activity in the officially sanctioned protest sites. Oh wait. One other thing could have made this better… any sign of moral cojones on the part of the athletes. Dudes & Dudettes this is the 40th anniversary of Tommie Smith & John Carlos simply raising their fists in salute during the Mexico City games. Yeah, they had to put up with a feces storm the likes of which I can’t imagine. But they never had to wonder about their own integrity. I wish one medal winner had had the courage to receive his or her award with a piece of tape over his or her mouth. That’s all it would have taken. It’s not like you were being asked to stand unnarmed in front of a tank. My self-righteousness is unjustifiable. I participated too. I watched the damn things.  I wasn’t even willing to sacrifice changing the channel, who the hell am I to ask others to do anything?

But I digress …

Now our dusk to dawn interlude of strange and interesting sports and moral peregrinations is about to give away to O’Biden vs. McCan’t. At a time when the press is bleeding money it is impossible for me to understand the amount of money that is spent covering two events with practically no news value whatsoever. I have been told there will be some 4,000 15,000 (thanks Tim!) members of the media covering each convention. 4K people spend a week hoping one person — any person — makes a mistake by straying from the script.

It would be tougher — and more interesting — to cover a house fire. (Actually I’ve never covered a pre-scripted event, so maybe they are tougher than they look. I have covered fires. I know those are tough.)

And just a note to the O’Biden team — WHO THE HELL DOES A MAJOR NEWS RELEASE ON A SATURDAY IN AUGUST? Any bump from the announcement is dead by the time Monday rolls around and people start paying attention again. It almost looks like you didn’t want the pick of The Human Wind Tunnell to get much play.

Suffice to say, we will all be well and fully informed watching whatever snippets The Daily Show and Colbert Report decide to run.

Just as idiotic as the resources spent on covering the conventions is the importance given to them. It will be banner headlines everywhere when Obama gets the official nod but I have no idea why. I always thought news was supposed to contain … well … news. It would be amazing if anything that happens at either confab rises to a level that justifies putting them above the fold on the front page. (Note: This is jargon from back in the time when dead trees were kings of the media world. Above the fold means the news is important enough to be on that prime piece of real estate first seen by the consumer. Below the fold means it is important but still on the bottom of page one and therefore on the side of a folded paper away from the consumer. Anyone wishing to learn more useless newspeak from back when mastodons roamed the media should email me. -30-)