When it comes to the world’s most recognizable brands, even they can fall flat. In this roundup of the top 10 failed products, we’ll uncover how industry giants stumbled, from Tesla’s ill‑fated Cybertruck showcase to Evian’s puzzling water bra.
10 Tesla: Cybertruck
Why This Is One of the Top 10 Failed Products
Elon Musk, the visionary behind Tesla, has been shaking up transportation since the company’s 2003 launch, pushing for all‑electric vehicles and a greener future. Revenue surged from a modest $204.24 million in 2011 to a staggering $21.46 billion by 2018, proving the brand’s commercial muscle. Yet, even a powerhouse like Tesla isn’t immune to hiccups.
The Cybertruck, billed as the epitome of durability, suffered a very public embarrassment during its 2019 unveiling. Tesla claims the vehicle uses Ultra‑Hard 30X cold‑rolled stainless steel and “armor glass” that should never shatter. Reality, however, told a different story.
During the live demo, Musk first pounded the truck’s body with a sledgehammer, then handed a hefty metal ball to lead designer Franz von Holzhausen, who tossed it at the supposedly indestructible window—twice. Both attempts resulted in the glass cracking. Musk later admitted an “invisible crack” had formed from the earlier hammer strike, conceding that the demonstration left room for improvement.
9 Apple: Macintosh TV
Apple, co‑founded in 1976 by Steve Jobs and Steve Wozniak, grew from a garage startup to a tech titan, soaring from $8 billion in annual revenue in 2004 to over $270 billion by 2020. Their product line now includes the iPhone, iPad, and Mac computers, cementing a reputation for sleek innovation.
Even Apple isn’t immune to missteps. In October 1993, the company launched the Macintosh TV—a hybrid that attempted to blend a personal computer with a television set. Unfortunately, the device was prohibitively pricey, offered limited storage, and lacked the standard video ports consumers expected. Within just four months, Apple pulled the plug, ending production in February 1994.
8 Coca‑Cola: Diet Coke Plus Green Tea
The Coca‑Cola Company, founded in 1892, has long been a leader in non‑alcoholic beverages, even pioneering recyclable bottles and the iconic six‑pack in 1932. While the brand boasts a sprawling portfolio of flavors, not every experiment hits the mark.
Seeking to attract health‑conscious drinkers, Coca‑Cola rolled out Diet Coke Plus Green Tea in Japan in 2009, banking on the country’s love of tea—averaging over 600 grams per person annually. The beverage promised antioxidant benefits that could curb inflammation and lower cancer risk.
Unfortunately, the taste fell flat, and the product never made it beyond Japan. It never reached the United States, leaving the Diet Coke Plus line as a regional curiosity rather than a global success.
7 Colgate‑Palmolive: Kitchen Entrees
Colgate‑Palmolive dominates the personal‑care arena, but in 1964 the company tried to pivot into the convenience‑food market with a test run of “Colgate Kitchen Entrees.” The plan was to tap the $4.2 billion TV‑dinner sector by offering dried chicken and crab‑meat meals.
Consumers, however, could not reconcile the brand they trusted for toothpaste with frozen meals. The disconnect proved fatal, and the Kitchen Entrees never saw a full launch, disappearing from shelves before ever reaching a grocery aisle.
6 Burger King: Halloween Whopper
Burger King’s 2015 Halloween Whopper aimed to capture the spooky spirit with a black bun, but the novelty backfired. Diners reported green‑tinged bowel movements the next day—a side effect of the food‑coloring used in the bun.
When artificial dyes aren’t fully absorbed in the digestive tract, they can mingle with bile, turning stool a vivid green. After the unintended “green‑bowel” publicity, the Halloween Whopper vanished from menus the following year.
5 BMW: The M1
Bayerische Motoren Werke, better known as BMW, traces its roots to 1916 and today reigns as a premier luxury‑auto manufacturer, reporting €99 billion in revenue for 2020 despite pandemic‑related sales dips.
While BMW’s reputation rests on refined, reliable sedans, its early venture into high‑performance sports cars stumbled. The 1978 BMW M1 failed to dethrone dominant Porsche racers, finishing sixth at the 1979 Le Mans while Porsche swept the top four spots.
Only a limited run of M1s were produced before the model was discontinued in 1982. BMW later rebounded with successful supercars like the i8, a plug‑in hybrid released in 2013 that sold roughly 28 000 units before its 2020 discontinuation—for reasons unrelated to popularity.
4 Amazon: Fire Phone
Amazon, the e‑commerce behemoth, topped US online sales in 2020 with $386 billion in net revenue. Yet the company’s 2014 foray into smartphones—the Fire Phone—proved disastrous.
Priced at $200 and built with Jeff Bezos’s personal preferences in mind, the device entered a market already saturated with eight generations of iPhones and Android phones. Moreover, its app ecosystem lagged far behind, offering only about 240 000 apps versus Google Play’s million‑plus in 2014.
The misstep cost Amazon $170 million in unsold inventory within three months. Retailers slashed prices dramatically; AT&T even offered the Fire Phone for 99 cents with a two‑year contract, underscoring the product’s rapid decline.
3 Donald Trump: Trump Steaks
Donald Trump, the 45th U.S. President, built a sprawling business empire spanning real estate, finance, and branding. Among his less‑successful ventures was “Trump Steaks,” launched in 2007 and sold exclusively through QVC and the Sharper Image website—platforms better known for electronics than premium meat.
The mismatch between product and retail channel likely contributed to the steaks’ poor performance. After just two months, Sharper Image discontinued the line, marking another flop in the Trump brand’s portfolio.
2 Frito‑Lay: Cheetos Lip Balm
Charles Elmer Doolin invented Cheetos in the 1940s, and by 1961 Frito‑Lay’s annual revenue topped $127 million. The iconic cheese‑puffed snack dominated its market, prompting the company to experiment beyond edible treats.
In 2005, Frito‑Lay released a Cheetos‑flavored lip balm, hoping to capitalize on the brand’s cheesy appeal. Consumers, however, were repulsed by a product that “smelled like moldy cheese” and failed to moisturize, leading to swift discontinuation after a wave of negative reviews.
1 Evian—Water Bra
Evian, established in 1789, became the first natural spring water brand imported to the United States and Canada in 1978. Known for premium mineral water, the company’s 2005 venture into apparel aimed to make a splash with the “Water Bra.”
The innovative bra featured water‑filled pads intended to cool the wearer’s bust during hot weather, complete with a filter funnel for refilling and a pocket for a miniature water bottle. Marketed as a toning and shaping solution, the product failed to resonate with consumers.
Discontinued shortly after launch, Evian has since retreated from clothing entirely, refocusing on its core mineral‑water business.