Being Controversial in Marketing: Pros and Cons
- medmarketinghr
- Nov 27, 2023
- 5 min read
Being controversial in the world of marketing is a double-edged sword, providing companies with an opportunity for prominence while simultaneously carrying the burden that requires careful balance. One obvious advantage of such an approach is increased attention. Controversial marketing campaigns often become the epicenter of discussions, attracting intense scrutiny from viewers and consumers. In a crowded market, being controversial allows for differentiation from the competition, creating a unique identity that stands out boldly in approaching relevant topics.
Active engagement on social media is also a benefit arising from controversial themes. Discussions generated by such campaigns often transcend online platforms, extending to traditional media and encouraging broader audience participation. However, despite these advantages, controversial marketing can have significant drawbacks. Consumer trust may be eroded if a campaign elicits negative reactions or if the perception of manipulation becomes prevalent. Questions of responsibility and ethics are also crucial, as some controversial approaches may cross the boundaries of societal acceptability.
There is a risk of losing the target audience. Controversial campaigns often polarize viewers, leading to potential losses within the target audience who may feel offended or disagree with the chosen marketing approach. Therefore, while controversy can be a powerful tool for grabbing attention, companies must carefully assess the risks and rewards to avoid serious consequences for their brand and reputation.
When Controversial Marketing Goes Well
Equinox, an American gym and lifestyle brand, launched a series of controversial ads. One of them depicted a woman breastfeeding while dining in a restaurant, provoking strong reactions from many. This resulted in a storm on the internet, with calls for a boycott of the campaign. However, simultaneously, supporters of Equinox emerged, challenging societal stereotypes. In the midst of controversy, Equinox experienced a real boom, attracting media attention and overnight fame. Their sales jumped by approximately 80%, marking a significant success.
Nike's marketing campaign featuring Colin Kaepernick garnered public attention and sparked wide-ranging discussions upon its launch in 2018. The sports giant presented a campaign with the slogan "Believe in something. Even if it means sacrificing everything," highlighting Kaepernick, a former NFL player known for his protests against racial injustice and police brutality by kneeling during the national anthem.
The campaign successfully generated immense attention, fostering discussions on the connection between sports, politics, and social activism. The impact on Nike's business was noticeable. Despite a brief stock price dip and calls for a boycott, the long-term effects were positive. Nike experienced increased sales and enhanced brand engagement. The campaign not only resonated with younger, socially conscious consumers but also solidified Nike's position as a brand willing to take a stance on social issues, even if it meant stirring controversy.
In Croatia, a recent marketing campaign for the Split Summer Festival elicited mixed reactions. Some critics called it "disconnected from theater," "repulsive," and "overly provocative," while others praised the designers for pushing boundaries. Whether such marketing aligns with the themes of theater, opera, and ballet remains an open question. Nevertheless, the facts speak for themselves – this was the most attended Split Summer Festival to date. The sexy crew from the posters may not be the reason, but ultimately, they did not hurt either.
When Controversial Marketing Goes Too Far
The marketing campaign featuring Kendall Jenner for Pepsi stands out as a notorious example of a failed attempt to exploit societal issues for commercial purposes. In the ad, Jenner is portrayed as a peacemaker trying to bridge the gap between protesters and the police by offering a can of Pepsi to a police officer. The campaign was widely criticized for trivializing and oversimplifying serious social and political issues, especially those related to the Black Lives Matter movement. It faced condemnation for a lack of sensitivity and an attempt to exploit activism and protests for the purpose of selling a beverage. The ad was swiftly withdrawn, and Pepsi issued an apology to those who felt offended by the campaign.
In Croatia, “The Gavrilović company hired Dimitrije Popović to create an advertising campaign for sausages. Today, you can't find the videos of those ads anywhere on the internet, nor the photos of the billboards, which many saw as flirting with pedophilia. Popović painted a series of billboards with motifs of giant phalluses in the shape of Slavonian sausages. They were held by a naked girl in a folk costume, and the ad screamed 'some like it on the table, some in good company.' There were several more of his works on that theme, like a sausage among women's breasts, and so on. Needless to say, the public was not happy, there were weeks of debate about these ads, and in the end, the pictures of those ads disappeared from Google."
Source: 24 sata!
One example where marketing goes too far is undoubtedly Balenciaga. In the photos that became the subject of a controversial Balenciaga marketing campaign, children dressed in the brand's clothing were depicted holding plush bear-shaped bags dressed in BDSM gear. Additionally, a document found on the photoshoot set allegedly contained an opinion from the Supreme Court of the United States regarding the support of U.S. states to a part of the federal child pornography law. These controversial components of the campaign drew sharp criticism, with some segments of the public condemning the brand for unethical practices and a lack of sensitivity to the seriousness of the themes implied in the campaign. This issue not only raises ethical questions in the context of fashion advertising but also prompts consideration of brands' responsibility in promoting sensitive issues in the public sphere.
Controversial Marketing - Yes or No?
Controversial marketing can be an effective tool for grabbing attention, but it's important to take certain steps to minimize risks.
Thoroughly analyze the target audience to understand how a specific controversial theme or approach will impact consumers. The company needs to explore the attitudes, values, and sensitivities of its target audience. In Nike's example, we can see that they were aware that the majority of their target audience would support their campaign, while in Pepsi's case, we can see they disregarded the same.
Have a pre-developed crisis management strategy in case of negative reactions. The company needs to consider how to respond to criticisms or withdraw if necessary.
Consult experts: Collaboration with marketing experts, PR professionals, and, if necessary, experts in the specific area of the controversial theme can provide valuable insights. Experts can help assess risks and suggest thoughtful approaches.
Test: If possible, conduct testing of the campaign with a smaller sample audience before its broader launch. This will provide real feedback and allow adjustments to the campaign as needed.
Communicate: If certain aspects of the campaign are expected to be controversial, it's important to proactively communicate with the audience. Explanations or context can help mitigate potential misunderstandings
Ethical considerations: Consider ethical aspects to avoid controversial themes that may cross the boundaries of societal acceptability. The company needs to carefully evaluate to ensure responsibility in marketing approaches.
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