Scentooze raised three rounds to build a Chinese perfume brand — then went quiet
Social media stopped updating in mid-2022. The Xiaohongshu store closed in September 2023. The Tmall shop simply became unsearchable.
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3,222 게시된 사례 · 정기 업데이트Cracker Barrel dropped its old man from the logo — and reversed the rebrand within a week
The new look was called 'sterile' and 'soulless'. The company lost and regained almost $100 million in market value before restoring 'Uncle Herschel'.
사례 읽기Innisfree's essence ad showed a model pouring white liquid — Korea called it obscene
An influencer dunked her face in a bowl of the product. Female customers called it disgusting. Innisfree pulled the ad and apologised within days.
사례 읽기Xiabu Xiabu launched a ¥250-per-head barbecue brand — it lasted less than two years
The first Shanghai store took ¥2.5M a month. The plan was 30 stores a year. By March 2024, two were left. The last one closed on 31 July.
사례 읽기Bumble told women celibacy was 'not the answer' — they took it as an insult and left
Billboards read 'Thou shalt not become a nun'. Julia Fox: '2.5 years celibate and never been better.' Bumble apologised and donated the ad space.
사례 읽기Sanex showed dark skin as cracked and itchy, white skin as smooth — the ASA banned the ad
Colgate-Palmolive said it was a 'before and after' scenario. The ASA said it could be read as suggesting white skin was superior to black skin.
사례 읽기POLA Orbis launched two prestige beauty brands in 2018 — wound them up in four years
Amplitude and ITRIM were meant to fill the high end of Japan's department stores. The board met on 6 March 2023 and booked a ¥800 million extraordinary loss.
사례 읽기Dodane made watches for 174 years — then the luxury groups priced it out of the sky
Five generations in Besançon, a military contract book, and an in-house movement from 1936. None of it mattered when the banks said no.
사례 읽기Swatch Group's profit fell fourfold in China's luxury slump — the Swatch brand grew 10%
Omega, Longines and Tissot sank with Chinese demand. The ¥100 Swatch watch rose. The group's own portfolio showed where the market was going.
사례 읽기Air France claimed it let people 'travel better and sustainably' — the ASA banned the ads
The airline did not even send a substantive response to the ASA investigation. An AI system the watchdog built had flagged the ads automatically.
사례 읽기Jaguar unveiled its biggest rebrand in 102 years — the public rejected it at once
A teaser video showed no car. Critics called it 'woke' and 'reblanding'. Global sales fell from 61,661 to 33,320 vehicles in two years.
사례 읽기Swatch's model pulled his eyes into a 'slant eye' pose — China pulled the brand
The campaign for Swatch Essentials ran on Weibo. Within days, products were removed from Chinese e-commerce sites and Swatch apologised in two languages.
사례 읽기Bud Light sent Dylan Mulvaney a personalised can — then lost the #1 US beer spot
One influencer post triggered a boycott from the right and fury at the response from the left. US sales fell over 10% and two executives were put on leave.
사례 읽기Ferragni sold a 'charity' pandoro at 2.5× the price — Italy's antitrust fined her €1M
The donation had been made months before the campaign. Consumers who bought the branded pandoro thought their purchase was funding it.
사례 읽기Patanjali promised cures in its ads — the Supreme Court rejected its apology
One day after undertaking to stop misleading claims, Ramdev held a press conference. Two weeks later, Patanjali ran another ad. The court was not amused.
사례 읽기Shell told Bristol it was 'READY for Cleaner Energy' — the ASA banned the ads
Posters, a TV spot and a YouTube video showed EV chargers and wind turbines. The ASA noted Shell emitted 1,375 million tonnes of CO2 that year.
사례 읽기Chia Nan Goat Milk's boss threatened to sue fans over its 'fake' editor — and lost them
An old milk brand won Taiwan's Threads with a warm editor persona. When an agency claimed credit, the boss backed it and threatened critics — and it collapsed.
사례 읽기Kangmei inflated its cash holdings by ¥88.7 billion — then the CSRC called it fraud
China's pharma giant with a ¥47B market cap overstated revenue by ¥29B and profits by ¥4.1B. The fine was ¥600,000. Investors won ¥2.46B in court.
사례 읽기TrueViu 沐薇 took NT$50K stored-value payments weeks before closing without warning
A three-branch Taichung beauty chain changed its stored-value rules, then shut on Feb 27, 2026. About 240 consumers lost prepaid funds.
사례 읽기연안식당 went from 400 stores and ₩100B revenue to a ₩200M fire sale in five years
A Korean cockle-bibimbap franchise signed 160 stores in nine months. Then COVID hit, seafood waste mounted, and the parent lost ₩68B before delisting.
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