Even the best brands in the world sometimes misstep. But rather than letting bygones be bygones, innovation research Samuel West is on a mission to ensure that brands don't forget the worst of what they've dumped onto consumers.
West has over the years collected numerous brand failures, assembling them into a collection now on display at the Museum of Failure in Helsingborg, Sweden.
From Coca-Cola's coffee flavoured drink to Bic's misogynistic lady pen to Harley Davidson perfume to the Apple Newton to a bizarre beauty mask that looks more like a torture device.
West's interest in failure lies in the fact that it's integral to success. As explained on his website: "Learning is the only way to turn failure into success."
The exhibition will open to the public on 7 June, with presentations in both Swedish and English.