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Companies that by accident or not cashed in on tragic events

(3) Unfortunately foretelling an event ahead of its time

Contrary to the other companies, Nikes marketing campaign came at the wrong time not knowing that its advert would coincide with what was to happen.

South African runner Oscar Pistorius garnered fame at the 2012 Olympics, where he became the first double amputee in history to compete. With a ton of gold medals having been won in the Paralympics as well, Nike decided Pistorius would become a spokesman for the brand.

Even after he was alleged to continuously drink energy drinks and caffeine pills, as well as being charged for shooting a gun out of his car that same year and firing a handgun at a restaurant, Nike decided to stick with Pistorius.

Unfortunately, it’s marketing team came up with an advert that the team would struggle to pull quickly enough.

The very next day of the campaign going live, it came to light that Pistorius had killed his girlfriend.

The best and worst marketing stunts by the 6 most influential athletes

(4) Weight Watchers tried to pull its campaign last-minute as well

Much like Nike, Weight Watchers found itself posting an advert that had been in the works for a long time at a very wrong time.

The company had been collecting celebrity spokespeople and was set to feature their images alongside tag lines. The first featured Sarah Ferguson, the Duchess of York, alongside the bold statement that losing weight was “harder than outrunning the paparazzi.”

This was in the year 1997, and while it was a great year in terms of cloned sheep and Mars robots, it was also when being chased by the paparazzi through the streets of Paris in part led to Princess Dianas car crash.

The Weight Watchers advert came out the very next day. While the company had tried to cancel its campaign, thousands of direct mail brochures had already been sent out , and print adverts had gone to press in magazines such asGlamourAndSelf.

Publicist Howard Rubenstein, whose agency set up the promotional campaign, said:?”It has a touch of irony that nobody could have predicted.The duchess certainly is sensitive to the situation, and it’s just unfortunate that the mailing went out when it did. We were able to catch 95 per cent of what was being done.”


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