https://davetrott.co.uk/2017/07/controversy-is-free-media/?utm_source=rss&utm_medium=rss&utm_campaign=controversy-is-free-media Powered by The Barn Sat, 12 Aug 2017 15:32:27 +0000 hourly 1 https://wordpress.org/?v=6.9 https://davetrott.co.uk/2017/07/controversy-is-free-media/#comment-86223 Sat, 12 Aug 2017 15:32:27 +0000 http://davetrott.co.uk/?p=1722#comment-86223 David, I completely agree with you on controversy! It’s just that many people think controversy has to be overt. On the contrary, if you look at Iranian films controversy is subtle.
4 years ago we launched one of the most talked about campaigns that sparked a national controversy in the U.S. We reframed Cheerios “From Lowering Cholesterol to Spreading Unconditional Love”and featured an interracial couple to make the point (African American father and whit mother). And we did it in a Cheerios way: warm, nurturing and optimistic. The response: a tirade of racial slants. We had to close down the comment sections on social media. Two days later came the backlash to the backlash: Oprah, Whoopie Goldberg, Barbara Walters, CNN, NBC… everyone came to our defense. The ad was frequently aired FOR FREE. Sales went up 5.3% in a shrinking category.We simply tapped into cultural tension but did it in a way that was on brand and subtle.

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