Last Updated 1 month ago by Emily Standley-Allard

Scandal sells: 10 marketing moves that shocked the world (and worked)

shocking marketing campaigns
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Key Points:

  • Marketing expert explores ten marketing campaigns that courted controversy yet massively boosted sales, visibility, and brand identity
  • Expert highlights how, though each brand (including Nike, Burger King, and Airbnb) faced backlash, they ultimately benefited from the attention
  • Expert explains that successful controversy depends on authenticity and clarity of purpose, warning that brands must know exactly why they’re being bold before they act

Controversy can make or break a brand. In recent years, bold marketing stunts have sparked fierce debate, with some campaigns accused of crossing the line only to rebound with record sales, viral engagement, and newfound loyalty. 

Below, Patrick Dillon from WISE Digital Partners, a San Diego-based full-service digital marketing agency, reveals ten of the most talked-about campaigns that not only survived public backlash but used it to their advantage. Dillon gives his own insights on how brands can walk the fine line between fearless and foolish.

1. Nike’s Colin Kaepernick Ad – “Believe In Something”

When Nike featured NFL quarterback Colin Kaepernick in 2018, the reaction was explosive. The ad’s message, “Believe in something. Even if it means sacrificing everything,” was seen by some as anti-American after Kaepernick’s protest against racial injustice. 

Protesters burned shoes, social media erupted with #JustBurnIt, and pundits predicted disaster. Instead, Nike’s online sales surged by 31%, proving that aligning with your core audience’s values can deepen brand loyalty.

“Nike understood that controversy can clarify a brand’s identity,” says Dillon. “They didn’t chase everyone’s approval; instead, they strengthened their bond with those who shared their values.”

2. Protein World – “Are You Beach Body Ready?”

This 2015 billboard campaign featuring a bikini-clad model and the question “Are you beach body ready?” was accused of promoting unrealistic beauty standards. The backlash was immediate, with ads vandalized and parodied across London. 

Yet the outrage drove awareness, and Protein World reported profits of around £1 million (about $1.5 million USD in 2015) from a £250,000 ($382,000) spend. 

“While the message was tone-deaf, the conversation it started dominated headlines,” says Dillon. “Controversy multiplied Protein World’s exposure at a fraction of the cost of traditional advertising.”

3. Benetton – “Unhate”

Benetton has long courted controversy, but its 2011 “Unhate” campaign, which depicted world leaders kissing (including the Pope and an Egyptian imam!), was on another level. The Vatican condemned it, governments demanded its removal, and some citizens tore down posters. 

However, Benetton refused to apologize, and the campaign went on to win a Cannes Lions award. The brand’s stance reinforced its identity as a provocateur unafraid to challenge global politics through art.

4. Pot Noodle – “Nothing Satisfies Like A Slurp”

A 2024 UK commercial for Pot Noodle caused a wave of disgust across the nation. It featured an exaggerated slurp sound that irritated viewers (and anyone with misophonia). 

Complaints poured in, but the brand leaned into the chaos with a tongue-in-cheek “apology” campaign and a quieter version of the ad.  Dillon says, “Humor can disarm outrage. Pot Noodle leaned into the criticism rather than retreating, and the controversy boosted engagement massively.”

5. Burger King – “Whopper Neutrality”

Burger King turned the complex issue of net neutrality into a viral lesson using burgers. In the ad, customers were told they’d have to pay extra to get their Whopper faster, mimicking what internet slowdowns could look like without regulation. 

The concept sparked debate but earned the brand over 4.6 million YouTube views and 127,000 likes. “Burger King showed that controversy doesn’t always need to offend; it can challenge,” says Dillon. “It’s a fantastic example of how good advertising can translate a complex policy issue into something everyone can understand.”

6. Gillette – “The Best Men Can Be”

In 2019, Gillette challenged toxic masculinity in its “The Best Men Can Be” campaign. However, some saw it as progressive, while others found it patronizing. 

By the numbers, the ad was a success, racking up more than 30 million views. “Gillette reframed its heritage slogan for a new cultural moment, expanding the brand’s appeal among socially conscious Millennials,” says Dillon. 

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7. AirBnB – “#WeAccept”

Amid global debates about immigration and inclusion, Airbnb’s 2017 Super Bowl spot promoted unity with the message: “No matter who you are, where you’re from, who you love, or who you worship, we all belong.” 

The message was divisive, with detractors calling it ‘too political.’ Yet the campaign generated 33,000 tweets during the game, more than any other brand that advertised during that Super Bowl. The campaign also led to over 15,000 volunteer host sign-ups for refugees and aid workers. 

8. Equinox – “Commit To Something”

Equinox’s visually striking 2016 campaign tackled social taboos through provocative imagery: a model breastfeeding twins in a restaurant, a woman protesting, a man lounging in money. The ads were polarizing but impossible to ignore. 

The result? Over 735 million media impressions and an 81% jump in sales leads. Equinox successfully turned debate into brand distinctiveness, showing how shock value can translate into serious business growth.

9. Poo-Pourri – “Girls Don’t Poop”

Marketing a toilet spray could easily backfire, but Poo-Pourri embraced blunt humor. Its viral video featured a well-dressed woman candidly discussing “dropping the motherload.” Audiences laughed instead of cringing, giving the brand over 40 million YouTube views and transforming it from niche to household name. 

“Humor, honesty, and the willingness to say what others won’t become the winning formula,” says Dillon. “Poo-Pourri proved that relatability beats refinement when talking about awkward products.”

10. Budweiser – “Born The Hard Way”

During heated political debate over immigration, Budweiser aired a Super Bowl ad chronicling its founder’s immigrant journey. Some saw it as a subtle critique of new travel bans; others viewed it as a patriotic reminder of the American dream. 

The ad went viral with over 21 million views in three days, as the timing struck a chord with audiences. “Budweiser reminded Americans that every brand has a story rooted in human ambition; the message resonated because it felt real and sincere, not opportunistic,” says Dillon. 

Patrick Dillon from WISE Digital Partners commented:

“From Nike’s defiance to Poo-Pourri’s comedy, each of these brands faced outrage head-on. Instead of backtracking, they owned their message and stayed consistent. While controversy is never a guaranteed strategy, it can be a powerful one when grounded in authenticity.

“Marketing thrives on emotion. When a campaign divides opinion, it signals that it touched something real in your audience. 

“The danger comes when brands confuse shock with purpose. There’s a fine line between bold and offensive, and successful brands cross that line knowingly, with a clear message that connects to their values. Consumers can forgive almost anything when they sense honesty and conviction.”

About WISE Digital Partners

WISE Digital Partners is a San Diego-based full-service digital marketing agency that specializes in developing data-driven, scalable growth strategies for established businesses. Their core mission is to make sense of the complex digital marketing landscape and deliver measurable growth for their clients. WISE provides a tailored approach, crafting unique strategies rather than one-size-fits-all solutions. The agency’s services span SEO, web design and development, paid media, content marketing, and brand identity. Their focus is on being “partner-focused,” positioning themselves as long-term collaborators. Their emphasis is on combining advanced tools, industry expertise, and strategy to ensure clients not only grow, but soar. WISE stands out by valuing expertise over location, customizing their approach to each client’s goals and needs.

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Emily Standley-Allard is a writer, author and digital content strategist with more than 15 years of experience creating and publishing online content. She is the founder of SocialBuzzHive, where she explores social trends, wellness, relationships, money, culture, entrepreneurship and the changing ways we live and work.