Media Week has a good article about great branding mistakes, although the one with a Swedish connection, namely the infamous Boo.com I would not categorize as a branding or advertising failure. Rather it was a business idea that had no connection to reality. That, and hubris.
Link via adland.
Citroën is running a tv commercial in Sweden for its C5 model with references to the new rules that allow Swedes to import larger volumes of beer. The C5 carries 49 cases of beer, 4 more than the competing model Volvo V70.
Problem is, that if someone would actually fill his car with 49 cases of beer, the would run the risk of being fined for exceeding the maximum weight the car is allowed to take, with 200 kilos.
The reporter at Resumé asks the Account Manager at ad agency Euro RSCG: “did you think about that?”.
Ad guy: “Yes, of course we did”.
Seems like they took a calculated risk.
Former Swedish Minister for Foregin Affairs, Anna Lindh, who was assassinated last fall, is about to become a brand. The Foundation Anna Lindh’s Memorial Fund has applied for a trademark registration of her portrait to be used in for example fund raising and conferences.
Bed manufacturer Hästens sponsored the reality show Big Brother in Sweden and supplied the show with beds, but after several scandals including live broadcasting of sexual intercourse, the company now regrets participating because the company “has high ethics and moral”.
Makes you wonder what they expected people to do in their beds, in a show casted with ex-strippers equipped with loads of boose.