The PR Pitfalls of CEOs Endorsing Their Own Products: From McDonald’s to Adidas

CEOs stepping into the spotlight to promote their companies’ products isn’t a new tactic, but recent events demonstrate how easily these endorsements can backfire. From a lukewarm reception to a new burger at McDonald’s to the downfall of a billion-dollar fashion empire, a CEO’s public display of product consumption can be a high-risk, high-reward endeavor.

McDonald’s CEO and the ‘Massive Arch’ Burger

In early February 2026, Chris Kempczinski, CEO of McDonald’s, posted an Instagram video taste-testing the “Big Arch” burger, a product recently launched in the US after initial availability in Europe. The post, intended to generate excitement, instead sparked a viral conversation about his seemingly reluctant endorsement.

Viewers honed in on Kempczinski’s business-like demeanor and the small bite he took, followed by a less-than-convincing declaration of enjoyment. The video quickly gained traction, with over 330,000 shares, 284,000 likes, and 34,000 comments as of late February according to Instagram. The reaction suggested that the CEO appeared hesitant to consume his own company’s food, a perception amplified by previous statements where he mentioned eating McDonald’s three or four times a week.

The incident prompted a wave of responses from rival fast-food chains, with CEOs from Burger King and Wendy’s posting videos of themselves enjoying their own products as reported by startpage. Even as it’s too early to assess the long-term impact on sales, the episode highlights the potential for PR missteps when CEOs attempt direct product endorsements.

The Osborne Effect: A Cautionary Tale of Premature Announcements

The story of Adam Osborne and the Osborne Computer Company serves as a stark warning against revealing future products too early. Osborne’s company, a pioneer in personal computing in the early 1980s, experienced rapid success with the Osborne 1, a portable computer that sold over 11,000 units in its first eight months, exceeding initial expectations of 10,000 total sales.

However, the company’s announcement of its next-generation products, the Osborne Executive and the Osborne Vixen, triggered a decline in sales. Customers delayed or canceled their Osborne 1 orders, anticipating the superior models on the horizon. This “Osborne Effect” – where the announcement of a future product cannibalizes sales of the current one – proved fatal. Despite attempts to stimulate demand by slashing prices, the company ultimately filed for bankruptcy in 1983 and collapsed entirely by 1985.

The Ratner Effect: The Power of Words

Gerald Ratner, former head of the Ratner Group (which included jewelry brands like Ratners, H Samuel, and Ernest Jones), provides another example of a PR disaster stemming from careless remarks. In a 1991 speech, Ratner disparaged his company’s products, describing a sherry decanter set as “total crap” and comparing earrings to a Marks & Spencer prawn sandwich in terms of value. As reported by startpage, these comments triggered a swift and negative reaction from the public and the press.

Despite attempts at damage control, the Ratner Group experienced a significant loss in 1992, and Ratner was eventually ousted. The company underwent a restructuring and rebranding, eventually becoming Signet Group, but the incident serves as a reminder of the importance of carefully considering one’s words in a public forum.

Kanye West and the Yeezy Brand: The Cost of Controversy

The collapse of Kanye West’s Yeezy brand demonstrates the devastating consequences of controversial statements. In October 2022, West made a series of antisemitic remarks on Instagram, leading to the termination of partnerships with major brands, including Adidas.

Adidas, which had generated approximately $1.7 billion in revenue from the Yeezy line in 2021, saw its profits plummet by around €460 million in 2023 due to the severed partnership. West’s net worth also drastically declined, from an estimated $2 billion to around $400 million. The Yeezy saga underscores the significant financial and reputational risks associated with aligning a brand with a controversial figure.

These cases – from a cautious burger bite to a brand implosion – illustrate a simple truth: when CEOs become the face of their products, they open themselves up to intense scrutiny and the potential for significant PR fallout.