The Marketer’s Guide to Controversy
Marketing Insights for Professionals
The latest thought leadership for Marketing pros
Oscar Wilde once said that ‘the only thing worse than being talked about is not being talked about’, a phrase which has morphed over time in the minds of marketing gurus to ‘there’s no such thing as bad publicity’. For much of the 20th century, this mindset largely held true. Despite a few high-profile controversies (we’re looking at you, Pepsi), marketers could mostly rely on the uproar subsiding, leaving behind increased brand visibility to work with.
25 September 2020
While it’s still largely better to be talked about than not, the rise of social media and its often-reactionary discourse means marketing directors are walking a more precarious tightrope than ever before. The ability for everyone to access information and share their opinion has lifted the lid on transparency and authenticity in marketing, and a negative response can be far more damaging than it used to be.
So, should you steer clear of controversy in marketing? A controversial marketing campaign, if managed correctly, can help your brand reputation skyrocket while attracting new customers and boosting sales.
We’ve gathered some tips on how you can reap the benefits of a controversial campaign while avoiding the pitfalls.
How being controversial can work
In order to create a successfully provocative campaign, you need to create some sort of opposition in order to spark debate and make it ‘go viral’. There are several keys to a successful outcome, but you need to be ready for some negative response.
Gregg’s Veganuary campaign is a prime example. In early 2019, the UK high-street bakery capitalized on seasonal consumer desire for better eating habits and the ‘Veganuary’ trend by releasing the vegan sausage roll, an announcement that saw a massive increase in its online follower count and a circa-10% sales boost in the first two months of the year.
Its attempts to appeal to a broader audience led to an inevitable reaction on social media. While many lauded the campaign, others were less complimentary. Greggs were able to manage the conversation effectively though, and their willingness to cater to changing consumer habits and awareness of societal trends meant that the negative reaction was absorbed successfully.
When controversial marketing goes wrong
For such a largely successful brand, Pepsi has had its fair share of marketing faux pas, going as far back as its 1963 launch in China, under the strapline ‘Pepsi Brings You Back to Life’.
More recently, however, its attempt to tie its brand to the fight for social justice backfired massively when it released an advert featuring Kendall Jenner strutting through a protest to hand a can of Pepsi Max to a riot officer.
