The world's largest retailer set out to clean up its image with a new public relations campaign - and promptly landed six spots on this year's list.
Because if there's anything America loves, it's a politician...
1. Because if there's anything America loves, it's a politician...
In an attempt to put a smiley face on its tarnished image, Wal-Mart hires heavy-hitting public relations firm Edelman, which sets about using tactics derived from political races to reverse public perceptions of the giant retailer.

Dubbing its campaign "Candidate Wal-Mart," the firm trumpets all manner of new Wal-Mart initiatives: improved employee health-care benefits, higher starting pay levels, new stores in downtrodden neighborhoods, reasonably priced organic foods, and a flat $4 fee for hundreds of generic prescription drugs.

As a result, candidate Wal-Mart quickly becomes, well, the most popular politician since Spiro Agnew. By year's end Wal-Mart suffers its first quarterly profit drop in a decade, sees same-store sales decline in November's run-up to the crucial holiday shopping season, and suffers a series of public relations gaffes so stunning that it lands six spots in this year's edition of the 101 Dumbest Moments.

PR Campaign

Andrew Young

Coughlin

'Wal-Marting'

Roehm

DVDs
The complete 101 See the video, test your Dumbest knowledge, and check out our 'Sex, drugs, and celebrities' gallery. (more)
Business...It's 'Dumbtastic!' Business 2.0, with the help of a few comedians, highlights the doozies in customer service and HR screw-ups. (more) video
Where are they now? See how past dummies have fared since earning their dubious distinction. (more)
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Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.