Sydney Sweeney’s American Eagle ad sparked backlash and debate. Here are 5 essential marketing lessons brand leaders can’t afford to miss.
The internet is buzzing with lots of thoughts and emotions on the newest campaign launched by retailer American Eagle featuring actress Sydney Sweeney. While there are definitely some consumers who love the campaign, the backlash from the campaign is what is dominating the narrative.
There are several complaints with the campaign. Some consumers are troubled that an ad marketing women’s jeans has a sexual tone that seems to be targeted for the “straight male gaze.” Another issue, is that there seems to be a disconnect between the cause the brand is connecting to. A butterfly motif appears on the back pocket of “The Sydney Jean», representing domestic violence awareness, a cause Sweeney is passionate about.
In addition, 100% of the proceeds of The Sydney Jean»will be donated to Crisis Text Line, a non-profit offering 24-hour mental health support to anyone who needs it. However, the sexual nature of the ads in the campaign appear at odds with the community the brand is aiming to align with and support.
However, the biggest controversy of the campaign, comes from messaging many are touting as being rooted in White supremacy.
The text of the primary add includes a play on the words genes and jeans, which for many feels like it is a lot more than just selling jeans. The text of the voiceover says»,Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My genes are blue.»
The visual for the ad is a pan over of Sweeney wearing only blue jeans and flashing her blue eyes at the end.
Another visual from the campaign shows a billboard of Sweeney in blue jeans, with the copy “Sydney Sweeney has great genes.” Later in the ad, a Sydney lookalike crosses out the word “genes” and writes “jeans.”
Critics of the ad feel that because of the play and usage of the word “genes” – it is implying that the type of genes Sydney Sweeney have are great, superior, and preferred to other types of genes that aren’t like Sydney’s – a thin White woman with blonde hair and blue eyes.
Another wrote, “It’s a bad look for a classically attractive, blue eyed blonde haired woman to brag about how she has good genes, and ‘good genes’ implies the existance of bad genes.”
As marketers around the world are watching the backlash unfold, here are some important lessons to keep in mind from this sage that will help you increase your effectiveness.1. Embrace this golden rule of marketing
Inclusive marketing is all about acknowledging the many ways in which consumers are different, intentionally choosing who your brand will serve, and then incorporating those consumers throughout all areas of your marketing mix.
Based on the ads in the campaign, American Eagle doesn’t appear to be practicing inclusive marketing.
