In recent years, we are seeing a trend towards more and more controversial marketing campaigns in our media. With the rise of social media and the bombardment of advertisements, campaigns have to work hard if they are to stand out. Controversial marketing campaigns are divisive by their very nature but today I explore whether they are worth it.

What is a controversial marketing Campaign?

Controversial marketing campaigns include the same mediums of traditional marketing campaigns. Imagery, text, video, physical signage and POS items can all be used in a controversial campaign. The difference is that a controversial campaign normally elicits a much more striking response from its audience. The controversy could be from ads that have political overtones, are considered darkly comic or appear shocking to some viewers. A dictionary definition, highlights further that controversy usually involves the public. ‘Controversy… is a prolonged dispute, debate, or state of contention, especially one that unfolds in public and involves a stark difference of opinion.’. So what are the pros and cons of using a controversial marketing campaign?

The Pros of controversial marketing

Increase brand awareness

The most obvious benefit of controversial marketing campaigns is that they draw large amount of attention to a brand. This increases brand awareness and could help highlight the company to a larger or new audience. When a company creates a controversial campaign, it gains visibility through its marketing collateral but expands this by generating a discussion. If a campaign is controversial enough, it will encourage news outlets to run stories about it. This will expose the company to even more people. Controversy is the mainstay of social media nowadays, especially Twitter, so a company can also gain more exposure by people discussing the campaign here too.

Build loyalty and engagement with your brand

If the controversial elements of your campaign strike a chime with your target audience, it can actually improve brand loyalty and user engagement with your company. 71% of consumers prefer buying from companies aligned with their values. If your campaign is about a cause that reflects your company’s values, then this will attract an audience that is more likely to convert into paying customers.

The cons of controversial marketing

You may lose customers

A controversial campaign always runs the risk of you losing customers, in some cases lifelong customers. This appears to happen more frequently with established brands that sell everyday items. Gillette’s campaign about toxic masculinity is a prime example. Many people were not happy about the displays of men helping other men be better in their day to day lives. Though Damon Jones, Vice President, Global Communications and Advocacy at Procter and Gamble (the company that owns Gilette said “We’re not saying all guys are bad. We’re not trying to misrepresent any one individual. What we’re saying is, as a collective group let’s have a little less bad behaviour and more good. That’s the big message behind it,”. Although many people stated publicly on social media they would no longer be buying Gilette razors, it did not appear to hurt their sales, though grooming sales were down in general in 2018/19.

It can land you in hot water with authorities

The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media and they have the power to ban any ad that breaks the Advertising Codes, from the Committees of Advertising Practice (CAP). One such advert this year was Brewdog Brewery’s adverts about becoming Carbon negative. A billboard advert, along with other paper and digital ads stated “F**k You CO2. Brewdog Beer Is Now Carbon Negative”. The letters between F and K were obscured by a can of Brewdog Punk IPA. After review the ASA banned the advert in untargeted adverts, meaning it had to be removed from public places where children may see it. Not only does a company lose its advertisements in this case, it means that the money they spent on the adverts is usually lost.

How to decide whether controversial marketing will work for you?

With the above pros and cons in mind, you may already know whether a controversial subject is right for you. Often it’s a matter of branding, taste and legalities, but here are a few things to consider.

Does it fit your brand?

If a controversial campaign fits your established branding, it’s a better sign to pursue it. As highlighted above, Brewdog’s history of controversy is long-established. Their branding has frequently used swearing, on the nose jokes and an arrogant over the top persona to deliver its marketing. It suits their style and they’ve been doing it for over a decade. An example of a brand that used controversial marketing that didn’t fit their brand was Pepsi in 2017. Following protests over police shootings of African Americans, Pepsi ran an ad featuring Kendall Jenner which critics condemned as jumping on a nationwide protest movement just for marketing purposes. It did not represent their historic branding and was pulled soon after it was released.

Do the benefits outweigh the risks?

If you believe the campaign will benefit your sales in a way that outweighs the potential loses, it could be right for you. For newer companies, this can be a great tactic to get your business out there. Just remember it should still reflect your brand. I discussed how Meatless Farm’s marketing campaign, that appears to feature swearing, worked well for them even with the potential risks it posed.

Are you using it to promote a bigger idea?

For some companies, being able to use their platform for a greater cause is more important to them. For the cynic, they may argue that they are only doing it for marketing purposes. But there are many examples of brands that continue to use their reach to improve the world regardless of their sales. Iceland’s 2018 Christmas Advert in collaboration with Greenpeace, showcased the plight of orangutans through habit loss due to palm oil production. The ASA pulled the advert. However, that didn’t dampen the effect of the campaign on raising awareness about palm oil or Iceland’s sales.

Is it worth it?

As an ethical marketer, I would say controversial marketing is worth it. This is especially true when it comes to making a larger statement. If done in the right way, you will attract a larger more engaged audience. They will have a higher level of brand loyalty. You could also be adding to the small increment of changes marketing helps make towards social justice and environmental causes. Controversial marketing usually works when it is intentionally controversial but fits within your brand. Campaigns that fail are usually because:

The company is jumping on the bandwagon
Has it’s own internal company culture problems
Or is just plain tone-deaf.

It’s not something to do without preparation but the results can be worth it.