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Viral Doesn't Mean Loved: The Thin Line Between Buzz and Backlash

September 1, 2026

Since the creation of YouTube, we have witnessed the concept of virality and how it could help a brand, product, or person. As always, we need to understand that there is a magical and positive side where everyone wins something, and the other side where cancel culture takes place and can start the clock to end someone or something.

What I have discovered since my first days as a strategist is that marketing can help us potentiate the message to get more people attracted, and the use of social media can give us the chance of gaining virality and becoming a huge success or being the downfall of some brands or products.

Let’s talk about the components we marketers need to have in mind to avoid mistakes like the next two examples I will explain later;

Influencers – be careful about who you are allowing to speak for the client; sometimes that person has some backlash or a little mistake that anti-fans bring back to start the cancel movement. Try to relate to the brand values and check why it is famous.
Trends – like the new worlds Gen Z are using on social media, avoid the usage of that because we do not know the context or the meaning, and it could be a disaster such as Camp Rock 3.
Historical movements – be aware of the month, the date, and what type of product/service/brand you are working on. As I have noticed from the time I have been living in the USA, it’s that you need to be empathic with the story and background of every person and avoid consumption; erase your heritage.
Actual Social Movements – I think this speaks for itself, and how this can be harmful for a sector of society if you do not do research and still want to follow an idea that can be worse for you than not being part of the narrative.
Bring back the brand’s failures/mistakes - Like Chanel (owner) reputation, and the reputation still has till this date. Target’s recent Halloween costume photoshoot, where they replicate a racist stereotype and their PR team messes up even more with the apology letter.

And my two examples are one from a famous soft drink brand and one of the most important automobile brands.

Pepsi Ad, Live for Now Moments Anthem

KENDALL JENNER PEPSI AD BACKLASH: LESSONS IN AUTHENTICITY. HTTPS://SHAHNAWAZKARIM.COM/BLOG/KENDALL-JENNER-PEPSI-AD-BACKLASH/

Context: Kendall Jenner (Part of the Kardashian Family) is part of the people who are protesting, but there is a moment where she has a Pepsi can and shares it with an officer, making a scenario where people felt unified and shared laughs.

The idea might be a good solution for what Pepsi wanted to express, but they did not have in mind that in some countries people have died for only having a paper sign expressing their discomfort or the repression that some groups have experienced through the years. Adding the model reputation for the family and the way they share their life on social media, and how people feel about them.

And the second example is the Hyundai Suicide Ad.

HYUNDAI DISAVOWS ANY INVOLVEMENT IN 'ILL-CONCEIVED' SUICIDE ATTEMPT AD. HTTPS://FINANCIALPOST.COM/TRANSPORTATION/HYUNDAI-DISAVOWS-ANY-INVOLVEMENT-IN-ILL-CONCIEVED-SUICIDE-ATTEMPT-AD

An original way to say the new car has 100% water emissions is to imagine a person trying to commit suicide by staying inside their car in their house garage. So, the ad is translated to be so sustainable and harmless for the environment and people that even if someone tried to use it for that, it would not work. They thought sarcasm and black humor were the answer, but as I mentioned before, think about the idea or message you want to share and see if it connects with the client/brand. They apologized and removed the video from YouTube, but the internet never forgets, and that is why we are here today discussing this campaign.