The news: Brands are finding growth in controversy. American Eagle added 700,000 new customers tied to its controversial Sydney Sweeney ad campaign and a Travis Kelce collaboration. The campaigns generated a combined 40 billion impressions, helping American Eagle bounce back from a difficult quarter.
When controversy sells: Though it initially seemed the Sweeney campaign would come at a cost for American Eagle—Consumer Edge reported no measurable lift in sales and declining foot traffic—the strategy was key to getting American Eagle back on track in Q2, showing how controversy can act as a brand reset button.
Yes, but: The moves came at a risk—and might not succeed for all brands.
Marketers targeting younger consumers, who are more likely to avoid brands whose beliefs they don’t align with, could draw negative press if their messaging clashes with audience values. Gen Z, for instance, often favors inclusive ads with diverse voices. Controversy might drive short-term sales but come at a long-term cost to brand equity.
Our take: American Eagle’s strategy shows that controversy can reignite attention and that generating buzz can pay off. But smaller or inclusivity-minded brands must weigh the potential long-term cost of missteps.
- Controversy should be used strategically and reserved for moments when brand visibility needs a reset. Brands need contingency plans to pivot campaigns quickly should backlash outweigh buzz.
- Real-time sentiment must be monitored among core audiences to gauge their responses and adjust accordingly. Mapping audience values in advance and weighing creative ideas against cultural risk can help promote long-term trust.