Bold Marketing: When to Take Risks, and When to Rein It In
In a world of constant content and short attention span, bold marketing can be a game changer. Whether it's through unconventional visuals, humor, or taking stances on social issues, bold campaigns have the power to cut through the noise and create lasting impressions. But with that power comes risk. When boldness isn't backed by authenticity, it can do more harm than good.
What Makes Marketing "BOLD"?
Bold marketing steps outside the norm. It can:
Challenge industry expectations
Use humor or controversy to spark a conversation
Take a political or social stance
Rely on minimalism, shock, or storytelling in unexpected ways
At its core, bold marketing is about being memorable and meaningful-not just loud for the sake of being loud.
When It Works
Bold marketing succeeds when it aligns with a brand's identity, resonates with the audience, and feels intentional. Notable campaigns include:
Apple's 1984 Super Bowl Ad - This campaign broke the mold of tech advertising by using dystopian storytelling to launch their product Macintosh. The eeriness and bleak story line was bold and positioned Apple as a rebellious innovator-creating new technology that was different than others.
Dove's "Real Beauty" Campaign - Dove took a risk by shifting away from societal beauty standards and featured real women of all shapes, sizes, and backgrounds. The message felt authentic and inclusive, earning praise and consumer loyalty.
Liquid Death's Branding - A canned water company with branding that looks like a heavy metal album? Sounds risky, but Liquid Death's irreverent tone and wild ad concepts (like "murder your thirst") perfectly match its youthful, counterculture audience. It's unexpected, and that's what makes it effective.
When It Backfires
On the flip-side, bold marketing can fall flat or even spark backlash when it's off-brand, poorly timed, or lacks sensitivity. Memorable campaigns include:
Pepsi's Kendall Jenner Ad (2017) - Intended to connect with a socially aware audience, the ad trivialized protests during Women's March and Black Lives Matter. The ad implied that a Pepsi can solve what people are protesting for. It was insensitive and criticized for being tone-deaf and superficial.
Burger King's "Women Belong in the Kitchen" Tweet (2021) - Intended as a setup to promote culinary scholarships for women, the initial tweet backfired due to poor phrasing. The shock-value headline lacked immediate context and drew backlash due to it's insensitivity towards women.
Audi's "Daughter" Super Bowl Ad (2017) -Audi’s ad aimed to deliver a powerful message about gender equality but was met with criticism for both its execution and lack of internal alignment. The narrative implied that the father’s did not believe in his daughter’s worth unless proven otherwise—undermining the intended message of empowerment. Compounding the issue, the campaign was developed by an all-male leadership team, highlighting a disconnect between the brand’s outward messaging and its internal practices. The ad felt hollow and inauthentic to many viewers.
Striking the Right Balance
The difference between bold and blunder lies in authenticity and execution. Bold marketing should push boundaries—but only when it aligns with brand values, resonates with the target audience, and adds something meaningful to the conversation.
That’s where strategy comes in. I help clients find their voice, take calculated creative risks, and develop campaigns that stand out for the right reasons. Whether it’s adopting an unconventional tone or leading with a purpose-driven message, the goal is always the same: be bold, but be real.
