How can brands play with controversy in risk-averse times?

Recent research from Alfred and Sensu Insight suggests an increasing number of brands and businesses feel pressure to present a positive public image and fear backlash and scrutiny. Almost two thirds (62%) of PR and marketing professionals questioned said they felt brands are expected to be perfect and never make mistakes.

And yet, some brands do it anyway and embrace the backlash. Take Oatly. Following the ban of its advertising campaign, ‘It’s Like Milk But Made for Humans’ in Ireland and Northern Ireland, Oatly launched Feck-Oatly.com, a site showcasing decisions made by the company that have caused the most controversy.

Oatly isn’t the first and it won’t be the last brand to lean into bad press as part of a deliberate campaign. Last year, KFC Canada bade a satirical farewell to its bland fries with a funeral procession, in order to welcome in its new seasoned fries. For those who could not make the in-person service, the brand held an online funeral with a eulogy.

“Sometimes brands can spin their own minor controversies and poke fun at themselves which can go down well,” says Leila Nithila-George, a Gen Z ad expert at Amplify. “Gen Z respects realness, so taking accountability and proving this through actions with financial investment is the minimum if you want to win back their support.”

Some controversies or cultural clangers can be avoided by having the right team in place behind the scenes. “Having culturally aware people to sense-check campaigns against the current social climate is always a good idea because too often things that seem like obvious offences are slipping through the net,” says Nithila-George.

“Offering genuine support to those affected by another brand’s perceived mistake can also supercharge the affinity for your brand. A great example of this was when Stanley replaced the vehicle of a woman whose car had caught fire, yet remarkably, the Stanley Cup remained intact.”

Ultimately, you want to consider which audience you could be offending and how their outrage creates an impact. “Gen Z will always back the underdog, so considering how your brand’s values and actions align with this audience is always a good idea. They’re socially conscious, outspoken (both online and in real life) and not afraid to withhold service to brands who don’t align with their values.”

To read the full article, visit Creative Review.