Nike Apologises For ‘Never Again’ Ads
Nike has faced backlash for using ‘Never Again’ in its latest London Marathon OOH campaign.
The billboards, which featured the slogan ‘Never Again, Until Next Year’ against a blood-red background, were developed using runner insights and designed to motivate London Marathon participants.
In addition to the use of the phrase, the backlash was fuelled by the timing of the ads. Race day coincided with the 80th anniversary of the liberation of Bergen-Belsen, one of the most hostile camps of the Nazi regime. While the London Marathon took place, survivors, their families, and Deputy Prime Minister Angela Rayner attended an official commemoration at the northern German site.
Two things brands can learn from the campaign backlash
CRISIS COMMUNICATIONS AND REPUTATION MANAGEMENT
A timely response and remedial action can neutralise negative sentiment: Nike’s media statement highlighted the campaign's intention, acknowledged the issue, and noted that the billboards had been removed from London’s streets.
CULTURAL SENSITIVITY CHECKER
Assessing creative executions for local and national cultural sensitivities is crucial to limiting tone-deaf campaigns. If you would like to find out more about how to upskill your team or our ongoing inclusive marketing consultancy services get in touch.