When Backlash Boosts Business: Reverse Psychology in Marketing

In marketing, not every win comes from universal applause. Sometimes, the biggest business results come when you spark a reaction, good or bad.

The recent American Eagle campaign featuring actor Sydney Sweeney is a perfect example. Playing on the “genes/jeans” pun, the ad leaned unapologetically into Sydney’s assets; you know what we mean, portraying her in a way that was guaraneed to catch attention. The result? A flood of conversation, some supportive, some outraged. And while critics and certain members of the audience were quick to voice their disapproval, American Eagle’s share price rose by over 20% in the aftermath.

It’s a textbook case of reverse psychology in marketing, where provocation turns into publicity, and negative sentiment fuels visibility. Whether you loved or hated the ad, you heard about it. And that awareness is the currency every brand wants.

Why This Works

• Attention is attention – Controversy spreads faster than any paid campaign.
• Polarisation creates loyalty – Fans rally behind a brand under fire, while critics unintentionally amplify the message.
• People remember bold moves – Safe content fades fast. Risky moves stick

When It Backfires

Not every attempt lands. Jaguar’s “Copy Nothing” rebrand is a cautionary tale, trying to disrupt but missing the connection with their audience, leading to more alienation than advocacy. The difference? American Eagle’s boldness still resonated with its core buyers.

The Takeaway

Bold marketing works when it aligns with your audience, your brand values, and your long-term strategy. You’ll never please everyone, and that’s fine. The real skill lies in knowing when to harness the noise and when to step back.

American Eagle’s recent campaign is a textbook example of negative reactions driving positive results. They knew it would spark outrage, and it did, yet it also boosted their bottom line.

But there’s a human side to remember: any actor in a controversial campaign will face their own backlash. The harsh comments, the online abuse, it all reaches them. And we have to ask: is it ever worth resorting to bullying to make a point? Our answer… absolutely not.

Farsight Insight:

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During my time living in Canada, American Eagle was a brand I frequently shopped with because of their quality. They will always attract customers, but this campaign wasn’t just about selling jeans. It was clickbait at its finest: get people talking, rile up the critics, and let the conversation do the heavy lifting. It annoyed some, delighted others, but most importantly, it worked.

Any campaign has to be right for your brand. Not all companies should take such risks, and that is ok. However, the important part of any marketing is to be true to yourself, know your audience and keep challenging yourself to offer the best service as possible.

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