Issue #63: Brand Bite of the Week
SET Active's mistake might just be the marketing case study of the year
Brand Bite of the Week: SET Active’s Genius Error 🫣
Earlier this week, SET Active owned up to a mistake: they messed up the sizing in their recent Sportbody collection, and some of the styles run too small. But instead of cancelling the drop or sweeping it under the rug, they owned up to it in the best way possible – by dropping the entire collection at 25% off and launching a whole marketing campaign called BLOOPERS.
What Works
In an environment where consumers value authenticity, transparency, and sustainability from brands more than ever, SET Active handled this the right way. Yes, they made a mistake, but they continued to prioritize their customers by acknowledging their error, offering a solid discount on the drop, and creating fun content around it.
In the build up to the official announcement, SET posted fun creative that showcases mistakes and ‘oops’ moments, like this:
And this:
In the aftermath of Poppi-gate 2025 (which BTW, can you believe the $1.5B Pepsi acquisition?!!), it’s clear now more than ever that consumers hold values of sustainability in high regard. Instead of scrapping the drop, SET Active prioritized sustainability by releasing the items – a win-win for the brand, consumers, and the environment.
And the campaign just keeps getting better, with SET showcasing cute BTS photo shoot moments featuring their models, and even a blooper-filled Instagram Live that models the pieces on real bodies to showcase some of the production errors.
What Doesn’t Work
I think SET handled this really well. I wasn’t left wishing for much, but I would have appreciated more BTS content showcasing the production process and what went wrong. Show us the incorrect measurements! Show us how the leggings are made! Content around building in public is super popular right now, and I think that SET could have embraced it by giving us an inside look into their production process and what exactly went wrong.
What Can We Learn?
Own up to mistakes! These days, consumers value authenticity and transparency from brands above all. By showcasing their mistake, SET Active created genuine connections with their audience through relatability rather than polished perfection. When brands acknowledge their errors, put their customers first, and do everything they can to make it right, they can garner more brand love and positive sentiment. In fact, the brand response might even generate more PR buzz and social chatter than the campaign or product launch itself.
Side Note:
also commented on SET’s blunder in her recent round-up, sharing:What happens to marketing when your average consumer is also a marketer? Those of us who grew up on the internet have a heightened awareness of brand building—mostly because we’ve had to employ those tactics ourselves. So now, when I hear my friends talk about brand moments, it's always “how smart,” less often “how fun.” It’s like we’re looking at an ad, but instead of seeing the ad, we’re seeing the mechanics behind it. We know too much. That’s why I think the most successful brands are able to create a compelling “essence”— one that cannot be easily distilled into specific marketing moments. Like looking at a painting without being able to see each stroke. These days, I find myself wondering who’s actually enjoying these campaigns when we’re all busy dissecting them to death.
I feel seen, Ochuko. But hey – maybe brands can learn something from this. Like, if we’re all dissecting marketing campaigns with a fine-toothed comb, then maybe brands should consider marketing to marketers when planning a campaign (even if the product isn’t for marketers, necessarily). Just a thought!
Oh! And a friendly reminder: If you haven’t filled out my survey with your marketing career questions, please do! Kate Citron of
and I are collaborating on an advice issue in the coming weeks, and we’d love to hear from you.Okay, that’s all for this week. See you soon! xx
Okay I saw this from set active but to me they already have issues with inconsistent sizing all across their lines. I talked to my friend about it and she was like yeah its annoying that they have so many fabrics and its confusing (which I agree is confusing) but this called out an issue she was experiencing with the brand. I do really like the concept behind the campaign and the execution of it, though
Have been thinking about how brands handle mistakes and I think set did a good job on the transparency here. I can’t imagine what it’s like to run a cult brand in the age of social media - consumers switch from obsessed to canceling a brand in a heartbeat. I wonder if these types of brands are starting to develop a crisis management team for when social media sentiment goes south and drastically impacts the business.