Discussion over the past week here in Stockholm: Is it ok to be punk in advertisements?
Advice from a career marketer: Ads are not just ads. And being edgy (in this case using the derogatory English C-word in messaging then doubling down on criticism AND FINES - insisting it's wordplay and that the Swedish audience will 'get it') is questionable at best... Perhaps it would be "okay" IF messages weren't part of a greater ecosystem: Company Image, Employer Brand, Sales Enablement Toolkit, Consumer Sentiment, Competitive Landscape, Consumer Choice, Investor Relations.
But ads ARE part of a greater ecosystem and so being punk (i.e., anti establishment) is not recommended. Negative attention will give you impressions but likely NOT move the needle on sales.
You see, ad campaigns are part of the voice of the company. They do not exist in a vacuum, and messaging for one line of products (even with different targets and customer personas) affects overall perception AND sales performance for others.
If I were a salesperson at this particular pharma company, I'd be pissed. (American English meaning annoyed and angered--- not drunk.) Now it's even harder to gain credibility for this and other products being sold.
And as a Customer who buys their other supplements -- I won't do so anymore. There are other products out there just as good- or better.
Think before you print. And take accountability when the market reacts.
PS- Very lucky this team operates in Sweden where it's very hard to get fired (*quickly*)
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