Advertising Age spotlighted The Biggest Brand Fails Of 2024, including culturally clueless contenders. In addition to Kraft Heinz—which could’ve nabbed two awards—Ad Age called out the following brands:
Adidas, SL 72 shoes
The sports brand in July was forced to apologize for “any upset or distress caused” over its release of a remake of its SL 72 shoes, which originally debuted during the 1972 Munich Olympics. Critics, including the StopAntisemitism group, pointed out that the games are known for the murder of 11 Israeli athletes by Palestinian terrorists. The brand also drew complaints for making model Bella Hadid, a prominent critic of the Israeli government, the face of the campaign. Hadid in an Instagram post later said that “I am shocked, I am upset, and I am disappointed in the lack of sensitivity that went into this campaign,” adding that “my team should have known. Adidas should have known and I should have done more research so that I too would have known and understood, and spoken up.”
Bath & Body Works, “Snowed In”
The retailer in October came under fire for a design on packaging that resembled Ku Klux Klan hoods. The packaging for the Snowed In winter candle included snowflake of white cutouts, a style that drew comparisons to the hoods with eye holes worn by the KKK. Bath & Body Works pulled the candle from store shelves after social media complaints. In a statement it said it is “committed to fixing any mistakes we make—even those that are unintentional like this one.”
Gee, the Snowed In candle is perfect for igniting cross-burning events.
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