Any Publicity is Good Publicity?

Say you’re an advertising or marketing executive and you’re looking to get more people to buy your product. The first idea to cross your mind probably isn’t “Let me get people to hate this product!” It’s counter-intuitive right? Selling products by turning people off? That’s where you may be wrong!

A slew of products have benefitted from boycotts! One product of controversy lately has been Ben and Jerry’s new limited-edition flavor “Schweddy Balls.” This flavor gets its name from a Saturday Night Live skit in which Alec Baldwin plays Pete Schweddy, a bakery owner who makes many ball-shaped treats. The sketch’s famous phrase is “no one can resist my Schweddy Balls.” SNL-enthusiasts and general pranksters alike appreciate the double-entendre name, but some more conservative customers found it appaling. One website boycotted this product and got such media coverage that the ice cream actually became more famous AFTER it was boycotted.

This type of phenomenon happens all of the time: a certain issue is relatively unknown, and then a protesting group makes such a ruckus that it brings the issue to a highly public spotlight. This makes me think, if people hate a product, maybe they should just ignore it so it goes away? By making a big deal out of it, they are bringing it more attention, and may be selling more of said product.

Check out this humorous article that explains further:

http://adage.com/article/the-media-guy/brand-benefit-boycott/230270/


Emily Levy,Intern
La Salle University
Communication and Art History