Principles of controversial marketing ppt.

Contraversial Marketing.

1. Controversial Marketing By: Ketan Rohatgi Khushi Jain Kunal Mahima Maurya Manik Pulyani Netra Aggarwal

2. Introduction Controversial marketing refers to marketing strategies or campaigns that deliberately stir up debate, provoke strong emotional responses, or challenge societal norms. While these campaigns often garner significant attention and generate buzz, they can also backfire if they offend or alienate audiences. The goal is often to create a memorable impression, but the risk lies in the potential backlash.

3. Why it used? Marketing strategies that generate attention by addressing provocative, sensitive, or polarizing topics. To create buzz, Enhance Brand Visibility, Align With A Specific Cultural Or Social Message.

4. Risk include 4 Potential Backlash Brand Damage Loss Of Customer Loyalty Negative Media Coverage

5. Key Characteristics Provocative Messaging : Campaigns often involve edgy or shocking content. Social Commentary : Engages with current social issues, challenging the status quo. Emotional Appeal : Aims to evoke strong emotions, whether positive or negative. Virality : Controversial campaigns are designed to be talked about and shared widely, often on social media. 5

6. Case studies on Controversial Marketing 6

7. H&M - "Coolest Monkey in the Jungle" Hoodie In 2018, H&M released a promotional image featuring a black child wearing a hoodie with the slogan “Coolest Monkey in the Jungle.” The image sparked outrage and was accused of being racially insensitive. Controversy: The campaign was heavily criticized for perpetuating racist stereotypes. Many celebrities and influencers condemned H&M, leading to calls for boycotts. Apology : H&M issued a public apology, removed the product from stores, and promised to improve their internal practices regarding cultural sensitivity. Impact: The controversy significantly damaged H&M's reputation, leading to a loss of trust among consumers, particularly in the African American community. 7

8. ​ KFC - "FCK" Campaign In 2018, KFC faced a supply chain issue in the UK, leading to a shortage of chicken. In response, they ran a bold ad showing a KFC bucket with the letters “FCK” instead of “KFC,” implying an apology. Positive Reception: The campaign was praised for its humorous and honest approach to a crisis, turning a potential disaster into a clever marketing moment. Criticism: Some found the play on words inappropriate and unprofessional, especially for a family-friendly brand. Impact: The campaign was widely regarded as a masterclass in crisis management and brand communication, with KFC recovering quickly from the incident. 8

9. Dove - "Real Beauty" Campaign Launched in 2004, Dove’s “Real Beauty” campaign aimed to celebrate diverse body types, ages, and ethnicities, challenging traditional beauty standards. Positive Reception: Praised for promoting self-esteem and body positivity among women. Criticism: Some accused Dove of exploiting social issues for profit. There was also controversy over certain ads that appeared to suggest that lighter skin was better. Impact: The campaign successfully redefined beauty in the media, leading to significant brand growth. However, it also highlighted the fine line between empowering messages and perceived exploitation. 9

10. Zomato "MC BC" Campaign ​ In 2017, Zomato, the popular Indian food delivery app, released an outdoor advertisement that featured the words "MC" and "BC." These abbreviations are commonly known in India as acronyms for Hindi swear words, though Zomato claimed they stood for "Mac n' Cheese" and "Butter Chicken." Objective : The campaign was intended to be humorous and catchy, aiming to grab the attention of passers-by with a playful take on popular food items. 10

11. 11 Public Backlash: The campaign was widely criticized for being inappropriate and offensive, especially given the cultural context. The abbreviations are widely recognized as vulgar and disrespectful, and many felt that Zomato had crossed a line by using them in public advertising. Cultural Insensitivity: Critics argued that the campaign showed a lack of sensitivity towards Indian cultural values, especially since the swear words are considered highly offensive in everyday language . Attention-Grabbing: Some marketing experts and sections of the audience appreciated the campaign's boldness, noting that it successfully grabbed attention and generated buzz.

12. 12 Impact Apology and Response: In response to the backlash, Zomato issued a public apology and took down the ads. The company stated that they did not intend to offend anyone and that the campaign was meant to be a light-hearted take on popular food items. Brand Image: While the campaign did succeed in creating a buzz, it also highlighted the risks associated with controversial marketing. The backlash demonstrated how a brand can quickly find itself in hot water if it fails to consider the broader cultural context of its messaging.

13. Key Learnings Audience Sensitivity: Understanding and respecting the cultural and social context of your audience is crucial. Crisis Management : Brands must be prepared to respond quickly and effectively if a campaign sparks backlash. Balance Between Boldness and Sensitivity: While controversial campaigns can be powerful, they must be carefully crafted to avoid crossing the line into insensitivity or offense. Long-Term Impact: Controversial marketing can have lasting effects on a brand’s reputation, for better or worse. 13

14. Conclusion Brands should carefully weigh the potential benefits and drawbacks of such strategies, ensuring that their campaigns align with their core values and audience expectations 14