Is this example really unethical or simply a bad choice with a lack of vetting of the marketing concept?

Poor vetting of campaign ideas, on the other hand, may not involve deliberate deception or exploitation but rather reflects a lack of thorough analysis or consideration of potential consequences. This can occur due to oversight, insufficient research, or inadequate evaluation of the campaign's impact.

Unethical marketing involves intentionally deceiving, manipulating, or exploiting consumers for the benefit of the company, often at the expense of consumer trust or well$-$being.