No Such thing as bad publicity
The saying “There’s no such thing as bad publicity” has been debated in marketing circles for years. While some brands carefully craft their image to avoid any hint of controversy, others lean into the chaos -and sometimes, it pays off. But how can a brand turn negative attention into a win?
And when does risky marketing cross the line? In this blog, we’ll dive into the power of controversial marketing, highlight brands that have successfully leveraged “bad” publicity, and discuss when controversy can work in a brand’s favor -or backfire completely.
Why Controversy Works in Marketing
Controversy grabs attention. In an era where consumers are bombarded with ads, social media posts, and branded content, standing out is harder than ever. When a brand makes a bold or polarizing move, it sparks conversation, engagement, and most importantly—free publicity.
Here’s why controversial marketing can be effective:
- Emotional Connection – Whether people love it or hate it, a strong reaction means they *care*—and that emotional engagement can lead to brand loyalty.
- Viral Potential – Controversial campaigns often spread like wildfire on social media, increasing brand awareness and driving organic engagement.
- Differentiation – In competitive markets, brands that take risks can set themselves apart from their safer, more traditional competitors.
But it’s not just about being loud—there’s a strategy behind making controversy work for a brand.
Photo Credit: Theatre Matters
Brands That Turned “Bad” Publicity Into Marketing Wins
Some of the most well-known brands have benefited from controversial campaigns or moments that seemed like PR disasters at first glance. Here are a few standout examples:
# Balenciaga’s Shock Tactics
Luxury fashion house Balenciaga is no stranger to controversy, with ad campaigns that often toe the line between edgy and outright offensive. Despite public backlash, their ability to stir conversation keeps them at the center of cultural discourse, reinforcing their image as a brand that challenges norms.
# Nike’s Colin Kaepernick Ad
Nike took a calculated risk by featuring former NFL quarterback Colin Kaepernick in their “Believe in something. Even if it means sacrificing everything” campaign. While it sparked heated political debates, Nike saw a surge in both sales and brand loyalty from its target audience, proving that standing behind a cause can be powerful.
# Popeyes’ Chicken Sandwich Feud
What started as a Twitter war between Popeyes and Chick-fil-A over who had the better chicken sandwich turned into one of the most viral fast food marketing moments ever. The controversy drove long lines, massive media coverage, and record-breaking sales for Popeyes—all from a few well-placed tweets.
Photo Credit: H&M
When Bad Publicity Backfires
While some brands thrive on controversy, others have suffered lasting damage from missteps. The key to successful controversial marketing is understanding the audience and aligning with brand values.
Some cases where controversy *didn’t* work:
- Pepsi’s Kendall Jenner Ad – An attempt to use protest imagery for a feel-good message completely missed the mark, leading to backlash and an eventual apology.
- H&M’s “Coolest Monkey” Sweatshirt – A poorly thought-out product photo led to accusations of racism, damaging the brand’s reputation and prompting an apology and product removal.
- United Airlines’ Passenger Removal Incident – A viral video of a passenger being forcibly removed from a flight led to a massive PR disaster, proving that not all publicity is good publicity.
If a brand wants to leverage controversy effectively, it needs to follow some key principles:
1. Stay True to Your Brand Identity – If controversy aligns with your brand’s core values and target audience, it can be a powerful tool.
2. Know Your Audience – Understand how your audience will react before launching a controversial campaign.
3. Be Ready to Own It – If backlash comes, be prepared to stand by your messaging—or pivot strategically.
4. Don’t Be Controversial Just for the Sake of It – Forced controversy can feel inauthentic and lead to more harm than good.
Photo Credit: NBC Universal
Eager To Learn More?
While bad publicity isn’t always good publicity, the right kind of controversy can elevate a brand, drive engagement, and create lasting loyalty. It’s a high-risk, high-reward strategy that requires careful execution. Brands that understand when and how to take risks can turn viral moments into massive marketing wins.
At Hollywood Branded, we specialize in crafting strategic brand integrations that resonate—whether through traditional marketing, influencer partnerships, or smart product placements in entertainment. Want to explore how your brand can make waves in pop culture? Let’s talk strategy!
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