Campaigns That Missed The Mark (And What We Would Do Differently)

From campaigns that missed the mark to messaging that sparked backlash, PR and marketing missteps are everywhere and they prove one thing: strategy and awareness are everything. Whether it’s shock value gone wrong, misguided storytelling, or a seemingly small oversight that snowballs into a public relations headache, these examples remind us that every choice matters. In this roundup, we’re looking at some of the most memorable slip-ups and the lessons brands can take away to avoid making the same mistakes.

Bumble’s “Celibacy” Billboard (2024)

Bumble’s cheeky billboard “You know full well celibacy is not the answer” was meant to spark conversation, but instead sparked controversy. Many found the message dismissive of personal, religious, or safety-based choices.

Why it didn't land: Edgy humour that ignored context and audience diversity. What was meant to sound confident came off as condescending.

How we'd approach it: Test messaging across diverse audience segments before launch to catch unintended readings and frame it around empowerment (“choose what’s right for you”) instead of negating choice.

Dunkin’s “Genetics” Ad (2025)

Dunkin’s summer campaign starring actor Gavin Casalegno used the line “This tan? Genetics” meant to be light and playful, it struck a nerve for appearing insensitive around topics of race and beauty standards.

Why it didn't land: A lack of awareness around how language about “genetics” and appearance reads in today’s cultural climate.

How we'd approach it: Before launching, test creative with a diverse audience to make sure the tone lands as intended. Celebrate individuality, lean into inclusivity, and avoid phrasing that could unintentionally exclude.

Poppi’s Influencer Vending Machine Stunt (2025)

Poppi sent full-sized branded vending machines filled with soda to influencers during Super Bowl weekend. The internet didn’t bite, calling the stunt tone-deaf and wasteful, especially for a wellness brand that promotes “better-for-you” living.

Why it didn't land: The campaign prioritized optics over impact and missed the mark with purpose-driven audiences.

How we'd approach it: Turn the vending machine into a donation or community-pop-up rather than just an influencer prop.

Even what seems like the best ideas can fall flat without the right context and strategy. Testing concepts, embracing diverse perspectives, and staying true to your values is what keeps campaigns top of mind for the right reasons. And if you want to make sure your brand always hits the mark, look no further. At Cachet, we make sure your campaigns connect and leave an intentional lasting impression, every time.

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Written by: Gabrielle Telemaque & Giovanna Pagano