Is using controversy a good marketing technique?

Controversial marketing is a technique aimed to generate debate and discussion from both your audience and further afield. This type of marketing is high risk, which means it could work extremely well for your business, but it also could leave you vulnerable to much criticism.

Let’s start on a positive note and look at the pros of controversial marketing:

• Sparking conversation. Getting people to talk is great, as you create a ripple effect as people talk to more people about your brand.

• Evoking emotion. When humans feel something on an emotional level, they are far more likely to remember it.

• Boosting sales. This is quite clearly the ultimate goal and is often the result of a successful controversial campaign.

Weetabix gained a lot of attention after their ‘Beanz on Bix’ campaign. Although this shocked most social media users, it generated a huge amount of exposure with the likes of Ford and Specsavers piggybacking on the campaign.

However, there is also quite a lot that could go wrong…

• Tendency to offend. It is important to consider the ways in which the campaign could be interpreted, and take into account the feelings of everyone in our society.

• Brand reputation. If the campaign receives too much backlash and criticism, this cannot be undone and can really dampen a reputation.

• Loss of custom. Once people have been ‘put off’ a brand, or hear something that they don’t agree with in connection with it, they may decide to take their custom elsewhere.

Back in 2017, Pepsi launched an advert with Kendall Jenner with the hope to encourage kindness in the face of adversity. However, the timing of the advert and the scenario it portrayed caused a lot of backlash around the insensitivity to the Black Lives Matter movement. The ad was removed almost immediately after it launched.

In our opinion a controversial marketing campaign can really make or break a business. It is so important to look at the calculated risks and to not necessarily pick a side; rather spark conversation on a controversial topic. Timeliness is extremely key for these campaigns, and it is important to portray a message founded on your core values and not simply just jump on the bandwagon.

Sunny wishes,

Jo & Vic