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- Unexpected Marketing: When Brands Take Risks and Win.
Unexpected Marketing: When Brands Take Risks and Win.
This will cover a bold ad, a surprising trend, a hands-on tip, and a challenge that pushes boundaries.
Javier García
March 09, 2025 • Estimated Reading Time: 5 minutes
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Introduction
Welcome to another exciting week!
Table of Contents
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Best Ad of the Week
KFC’s “FCK” Apology Ad
In 2018, KFC faced a major crisis in the UK: they ran out of chicken. A supply chain issue forced hundreds of restaurants to temporarily close—disastrous for a fast-food chain built on chicken. Instead of damage control through corporate speak, KFC took an unexpected approach: they ran a full-page ad featuring an empty bucket with the letters "FCK" instead of "KFC."
🔥 Why it worked:
Radical honesty: They didn’t try to downplay the problem—they owned it.
Humor under pressure: A well-placed, tongue-in-cheek apology made customers forgive rather than complain.
Viral potential: The ad exploded online, turning a disaster into a marketing win.
KFC’s “FCK” Apology Ad
Latest Trends and News
The rise of Anti-Adevertising
Consumers are becoming immune to traditional marketing. Enter anti-advertising—a movement where brands actively downplay their own products or even criticize themselves. Companies like Liquid Death, Patagonia, and even McDonald’s have used this strategy to create buzz.
📌 Key example: Liquid Death, a canned water brand, openly mocks traditional marketing by branding itself as "water for people who hate corporate marketing." And it works—sales are skyrocketing.
Why this matters:
Audiences trust brands that don’t push the hard sell.
Authenticity wins in a world oversaturated with ads.
Humor and self-awareness go viral.
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Weekly Tip
Flip Your Marketing Narrative
Challenge yourself to think differently about your next campaign. Instead of pushing why your product is “the best,” try:
✅ Highlighting what your product isn’t (like VW’s classic “Lemon” ad)
✅ Using reverse psychology (e.g., “Don’t buy this jacket” by Patagonia)
✅ Being brutally honest (e.g., “We make mistakes, but we fix them”)
People love brands that don’t take themselves too seriously.
Weekly Challenge
Post a “Flawed” Ad
This week, try an ad or social media post that highlights a flaw in your brand—but spins it into a strength. Maybe it’s a funny customer complaint, a behind-the-scenes blooper, or a limitation of your product that actually makes it unique.
Example: A coffee brand posting: “Our coffee will keep you up all night… sorry about that.” ☕
Submissions + Feedback
Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.
Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.
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