MARKETING MIX: Jaguar plays its cards wrong

Luxury car manufacturer Jaguar has got itself into hot water with the great British public after a Valentine's promotional stunt went badly wrong.

Jaguar's marketing boffins dreamed up the idea of sending prospective customers a mock Valentine's card to promote its XK8 Sports Car.

It used suggestive language to raise the pulse of potential purchasers and get them a bit hot under the collar. 'What drives you wild?A long honed body? Firm, sensuous curves? A deep responsive purr?' were just some of the lurid phrases (more at home in an adult magazine) used in the card.

Unfortunately, it hit a raw nerve with many. Within seconds of the 'cards' landing on the doormats of unsuspecting householders, it all went horribly wrong.

Husbands and wives across the country were left confused, with some accusing their other half of being unfaithful or having secret admirers.

Needless to say, for some recipients Valentine's was a very unhappy time, with a newspaper report claiming that one partner called the police, while another threatened her husband with physical violence.

Jaguar has apologised for the distress the promotion caused, insisting it was tongue-in-cheek, but it provides a timely lesson for marketers: jumping on the Valentine's bandwagon in the name of advertising is not always a good thing - especially when there is apparently so much paranoia in British households.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message