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By the Numbers FUN FACTS & FIGURES


4


Market Madness Thirty years ago this month, Coca-Cola redefined marketing failure by tinkering with the taste of its trademark drink. New Coke prompted a consumer firestorm and the firm pulled the product. Other massive marketing fails:


by Steve Brearton


Weeks in 2013 until Lululemon founder Chip Wilson stepped down as board chairman, following his assertion that the athletic apparel brand’s “see- through” yoga pants and pilling are a result of the size of women’s thighs


56 | CPA MAGAZINE | APRIL 2015


4 Boxes of free single-serve coffee


pods offered by Timothy’s Coffees of the World in 2007 for “liking” its Facebook page. The Canadian firm underestimates demand, can’t honour the offer and is forced to apologize


5.8 Millions of US dollars in estimated


losses to California restaurant Casa Sanchez, thanks to a 1999 promotion promising free lunch for life to customers who got a tattoo of its logo. The eatery is still paying out


400 Millions of US dollars invested in


producing the Ford Edsel before the Detroit firm pulled the plug on the vehicle in 1960. Ford sold 64,000 Edsels in its first year (1957)


1981 Year Pepsi entered the Chinese


market and soon thereafter made a serious marketing error. Launching with the English slogan “Pepsi brings you back to life,” the translation meant, “Pepsi brings your ancestors back from the grave”


10,000 US dollars donated by sports


clothing firm Pearl Izumi to the Boulder Humane Society in 2013, after publishing a print ad depicting a runner performing CPR on his dying dog


800,000 Subscribers lost by Netflix in


2011, after the firm introduced a streaming business called Qwikster to supplement its mail-order DVD business. Existing customers required two accounts and paid an extra 60% for both services


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