- American Eagle gained $400M but faced massive backlash over “genes.”
- Dunkin’ ad dropped to 12% positive sentiment, 39.7% negative.
- Pick n Pay used Rick Ross in local ad amid 32 store closures.
- Durban July dress turned Mas’goduke bag into national symbol.
When culture marketing backfires, it’s not just a PR crisis, it’s a masterclass in what happens when provocation replaces purpose. A campaign meant to spark conversation might go viral, but if it lacks cultural sensitivity, the buzz quickly turns into backlash. From tone-deaf taglines to celebrity misalignments, the cost of getting it wrong in today’s hyper-aware market is steeply measured not just in headlines, but in lost trust, brand damage, and consumer revolt.
At its best, culture marketing builds bridges between brands and communities. At its worst, it fractures trust, sparks backlash and exposes how out of touch a brand really is.
The Core Problem: Inauthenticity
At the heart of every misstep is inauthenticity, when brands exploit cultural symbolism without genuine understanding or participation. This leads to cultural appropriation, trend-hopping, and the erosion of trust. And in 2025’s hyper-sensitive climate, consumers sense it immediately.
American Eagle × Sydney Sweeney: “Great Genes / Jeans”
In July 2025, American Eagle debuted an ad starring Sydney Sweeney with the tagline “Sydney Sweeney has great jeans,” playing a pun on “genes.” The campaign visually reinforced Eurocentric beauty ideals, blue eyes, blonde hair, and critics tied it closely to eugenics language and white supremacist aesthetics.
The campaign went viral, boosting the brand’s stock by 17.65 per cent and adding $400 million in value within 24 hours, a staggering immediate return on controversy.
But while the brand gained buzz, the backlash focused on ethical misalignment and the risk of symbolic overreach. And although metrics may read as a win, has the negative sentiment ‘rebranded’ them as a symbol of inherent racial ugliness?
Dunkin’: “This Tan? Genetics”.
Just days later, Dunkin’ released a summer ad featuring actor Gavin Casalegno, who quipped, “This tan? Genetics,” promoting their Golden Hour Refresher drink. As reactions to the American Eagle campaign were still fresh, audiences instantly drew parallels, and accused Dunkin’ of reinforcing white beauty symbols.
While it may (or may not) have been tongue-in-cheek, sentiment turned sharply negative: Before the launch, Dunkin’ enjoyed 31.6% positive sentiment and only 13% negative. Post-launch, positive mentions dropped to 12.2%, while negative surged to 39.7%. Conversations numbered over 55,000 mentions, amplifying discussion.
Pick n Pay × Rick Ross: Misaligned Star Power in South Africa
In early 2025, Pick n Pay (one of SA’s major retailers) deployed Rick Ross in a campaign promoting its Smart Shopper loyalty programme. But that came during news of 32 store closures, igniting confusion and backlash. Critics saw the move as tone-deaf and disconnected, especially when a local celebrity would’ve aligned more authentically.
Podcaster Penuel Mlotshwa summed it up: “Zero brand alignment. No need for an overseas person for a local brand…”
What Success Looks Like: Authentic Culture Marketing in South Africa
Contrast the misfires with Durban July 2025’s “Marvels of Mzansi”. Designer Sphokuhle N wore a gown inspired by the iconic Mas’goduke plastic shopping bag, a symbol of working-class township identity. This fashion moment became more than aesthetic; it was emotional, nostalgic storytelling that resonated on multiple levels.
The theme itself celebrated South African pride, heritage, art, design, and turned cultural memory into a deliberate, meaningful narrative. “Legacy became the look. Identity became the trend.”
Why These Failures Matter
- Superficial Celeb Use: Signals disconnect between brand and community.
- Loaded Language (e.g. genetics): Invites racial, historical, ethical scrutiny.
- Trend-jacking Without Context: Triggers suspicion and scepticism.
- No long-term culture commitment: Leaves consumers feeling exploited.
How Marketers Can Do Better
- Co-create with insiders. Brands succeed when cultural insiders guide creative direction.
- Invest beyond campaigns. Cultural credibility requires ongoing presence, not one-off moments.
- Vet language and symbols early. Cultural sensitivity should be built into briefings and signoffs.
- Monitor social sentiment in real time. Tools like CARMA or Sprinklr catch red flags early.
- Ensure alignment. Every creative choice, from celebrity to symbol, should reflect brand values, timing, and community context.
The brands that stumble are often chasing provocation, not purpose. Culture marketing thrives on respect and resonance, not shortcuts and superficial symbolism. If you’re not willing to listen before you pitch, you’re likely to misstep, loudly.
Remember: Culture isn’t brief copy. It’s lived, shared, and earned.