Commentary from crisis management expert Edward Segal, author of the bestselling and award-winning Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies and a Leadership Strategies Senior Contributor for Forbes.com.

In their efforts to grab the attention of audiences, some companies have crossed the line and generated the wrong kind of publicity about their brands and products. Those headline-making mistakes provide business leaders with important lessons about preventing public relations and advertising-related crisis situations.

Companies that are not sensitive to the concerns or priorities of others—or ignore them—run the risk of creating a self-inflicted crisis. Recent examples include Nike, Apple, and prebiotic soda maker Poppi.

Nike

The phrase “Never again” is often used by Jews and others as a vow to help prevent another Holocaust and also repeated in Holocaust remembrances. Sneaker manufacturer Nike faced blowback when it used the phrase on billboards at last month’s London Marathon. The billboards, which were directed at the event’s 56,000 runners at the end of the race, included the slogans “Never again, until next year” and “Never again, see you next year.”

The use of the phrase in that context did not sit well with observers and could have easily been red-flagged before it was approved to be included in the ads.

Jonathan Sacerdoti, a columnist writing in the British magazine The Spectator, said the billboards were “insulting and profoundly distasteful.” He noted that “it would have taken just one set of discerning eyes, one solitary voice, one ‘sensitivity reader’ to raise a gentle objection. Did not a single Jew suggest that it might be inappropriate? Did not a single non-Jew, with a grasp of history or an awareness of today’s climate, flag it? If not, why not? Was this ignorance, carelessness, or a chilling indifference?”

The fact that the slogan was used the way it was less than two years after Hamas’ attack on Israel apparently struck a raw nerve for others. “The idea that @Nike would make light of the holocaust using Hitler-red imagery in a post-October 7th world is stunning,” the activist Jewish American investor Bill Ackman wrote on X, The Times of Israel reported.

Nike followed a best practice in responding to the situation by explaining why ‘Never again” was included on the billboards.”We did not mean any harm and apologize for any we caused. The London billboards were part of a broader campaign titled ‘Winning Isn’t Comfortable,’ built on runners’ insights and designed to motivate runners to push past what they think is possible,” a Nike spokesperson said in a statement, according to Adweek.

Poppi

Days before its TV commercial that ran during the 2025 Super Bowl, prebiotic soda maker Poppi sent large pink vending machines filled with its products to 32 influencers. “Recipients began posting videos of the machines, and mayhem ensued: some consumers expressed anger at Poppi for sending free products to ‘rich people,’while others bemoaned the message it sent to fans of the brand and smaller creators,” Marketing Brew reported.

Other critics said the campaign was tone deaf and that the money that was spent on it could have been used to help people who were impacted by the recent wildfires in Los Angeles, Christina Garnett, chief customer and communications officer at advertising agency neumotion, told me in an email message.

The Company’s Explanation

Allison Ellsworth, Poppi’s co-founder and chief brand officer, posted a video on TikTok to explain the campaign and refute misconceptions about it, such as the cost of the vending machines and how the equipment would be used in the future. “These vending machines will be a part of the brand for years to come, and we want to work with you guys to get them out to the places you’d like to see them out in the world.” She denied reports that the machines cost $25,000 each.

“Whether the stunt went wrong and they had to pivot or the stunt wasn’t effectively communicated through the campaign, the CEO took steps to fix the situation and showcase they she listened to her customers and wanted to use this as an opportunity to help those who were less fortunate,” Garnett of neumotion observed.

Apple

Getting attention for a company’s products is important—but so is sending the right message about the products, and why people should buy them. Last August, Apple ran a 10-minute promotional video on YouTube that showed co-workers in Thailand using the company’s products.The company pulled the ad after people complained that it showed an unrealistic, outdated depiction of the country, according to CNN reported.

Some critics on social media argued that the use of a sepia filter made the country look as if it is undeveloped. Others took issues with how the airport, transport, clothing and accommodations were depicted, according to the Bangkok Post. “Thai people are deeply unhappy with the advertisement,” Thai lawmaker Sattra Sripan said in a statement reported by Bloomberg. “I encourage Thai people to stop using Apple products and change to other brands.”

An Apple spokesperson explained to CNN how and why the video was made. “In our fifth installment of ‘The Underdogs’ ad series, we collaborated with a local production company to create a film set in Thailand. Our intent was to celebrate the country’s optimism and culture, and we apologize for not fully capturing the vibrancy of Thailand today,” he said.

Apple’s misstep is a lesson for all companies that marketing messages should be in sync with how their brands are perceived by the public and do nothing to harm the reputation of the product—or its company. If not, the result could be a crisis. Indeed, the crisis management hall of fame is filled with examples of companies, organizations, and high-profile individuals who only had themselves to blame for creating a crisis or negative publicity.

In their rush to generate awareness about their brands and products, business leaders and their staffs should take a reality check by asking themselves this important question: “What’s the worst thing that could happen with this advertising or public relations stunt, and are we prepared for any potential blowback and criticism?” Otherwise, the awareness that’s generated by the ad or promotion may not be the kind of awareness that the company wants or needs.