There’s always a fine line between cutting edge marketing and offensive pulp. And in social media you learn the difference fairly quickly. For example, Coke is now trying to stem the damage that ad agency Lean Mean Fighting Machine created on Dr Pepper’s U.K. Facebook campaign.
Brands like Dr Pepper, that want to be seen as edgy and youthful, are in tough spot. They don’t shy away from potentially offensive marketing content. But in the case of this latest Facebook snafuu, they’re learning that poorly planned boundary pushing can lead into sketchy territory pretty quickly.