Controversy in marketing is more commonly used than one would think. Brands are constantly looking for ways to create a splash and sometimes controversy is the best way to be noticed. However, Lunya’s promotional effort was impactful but for all the wrong reasons. As much as it is important to highlight and celebrate the most triumphant of innovations, it’s also vital to learn from well-documented mistakes.
In an attempt to build brand awareness, underwear company Lunya attempted to associate themselves with the popularity of the hit Hulu drama, The Handmaid’s Tale but naming the latest red garment in its range, Offred – a play on words inspired by the show’s main protagonist. Due the the show’s serious themes that are based of oppression and slavery of women, despite the brand using social media taglines such as ‘join the resistance’, the product itself was completely wrong for the campaign. In this specific case, as a result there was strong social media backlash and negative press.
While being controversial and touching on difficult themes can serve to empower and increase exposure of a particular brand or product, unless your product, service or message is aligned with the theme in question, brands should avoid this approach at all costs.
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