As marketers, we are always looking for ways to capture our target audiences attention, and in this quest, its not uncommon for brands to choose message or imagery that are edgy and racy...just to attract attention. But this route is not for the weak hearted. If you dare - you need to hang there.
The biggest mistake a brand can make is launch the campaign, and then when the reactions start pouring in - either back track - or even worse feign ignorance.
The MILF (Many Islands Low Fares) campaign run by Spirit Airlines in December hit those very air pockets. The campaign definitely attracted attention. But as expected, what seemed clever to some, seemed crude and tasteless to others.
What did a panicked Spirit Airlines do - blamed the campaign on the ignorance of an employee who according to them didnt know the street usage of acyronym MILF (due to her British roots), never mind that the creative for the campaign was a cluster of islands in the shape of a reclining woman. And never mind that one British lady couldnt up built the campaign in isolation.
The result - a half baked campaign that was pulled and a controversy that left Spirit seeming quite silly.
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