**In the realm of marketing, playing it safe rarely captures attention.** In today’s hyper-competitive marketplace, where consumers are bombarded with choices, it is often the bold campaigns that resonate most profoundly. Brands that dare to gamble, whether through controversy, self-deprecation, or an audacious rebranding, emerge as the true innovators. Some companies have leaned into discomforting truths or played to the bizarre, while others have taken a stand on pressing societal issues. The remarkable aspect? These risks, which could have easily backfired, instead transformed these brands into case studies of marketing success, redefining their identities in the process.
Explore the captivating stories of **10 daring marketing risks that paid off handsomely**—risks that momentarily seemed insane but are now celebrated as genius.
1. Nike’s Bold Leap with Colin Kaepernick
In 2018, Nike made headlines with a divisive campaign featuring Collin Kaepernick, the controversial NFL quarterback who kneeled during the national anthem to protest racial injustice. The ad bore his image with the powerful message: **”Believe in something. Even if it means sacrificing everything.”** Rolling out this campaign during the NFL season was a calculated risk; they knew it could upset fans and even their athletes. That backlash was immediate—Nike gear was burned in protest, and hashtags like **#BoycottNike** flooded social media.
However, this gamble was rooted in research—Nike’s core demographic resonated with Kaepernick as a symbol of courage. Consequently, sales surged by an astonishing **31%** in the first weekend and continued to soar, propelling Nike stock to an all-time high within months. The campaign not only won prestigious awards, including an Emmy and a Cannes Lion, but also fundamentally reshaped how brands approach activism without losing footing. [1]
2. Old Spice Gave Weird a New Meaning
Once known primarily as a staple for dads, Old Spice faced dwindling relevance in the late 2000s. This all changed with the launch of the **“The Man Your Man Could Smell Like”** campaign in 2010, starring Isaiah Mustafa. The absurdity and surrealism—think spontaneous shirt removal and diamonds falling from hands—could have easily been dismissed as a desperate gambit. Instead, it turned into a viral sensation, racking up millions of views within days.
But the brilliance didn’t stop there. Old Spice expertly engaged its audience through a series of personalized video responses to fans on platforms like Twitter and Reddit, which kept the momentum going. The outcome? A doubling of body wash sales, and Old Spice reestablished itself as America’s top men’s grooming brand. [2]
3. Burger King’s Unlikely Call for Unity
In an unprecedented move during the financial turmoil of the COVID-19 pandemic in 2020, Burger King UK tweeted an astonishing message: **“Order from McDonald’s.”** The tweet encouraged patrons to support not only McDonald’s but any fast food outlet, emphasizing solidarity within the struggling hospitality industry. Rather than belittling their competition, this appeal was framed through empathy during a time of profound uncertainty.
The post resonated deeply with audiences everywhere, celebrated for its maturity and compassion. Burger King’s reputation skyrocketed, fostering positive sentiment among demographics that may have previously dismissed the brand. This campaign highlighted that empathy could successfully coexist with branding and marketing tactics, while also illuminating the plight of an entire sector in crisis. [3]
4. Volvo’s Death-Defying Split
In 2013, Volvo Trucks sought a remarkable way to showcase its innovative precision steering, and what better way than to have **Jean-Claude Van Damme perform an epic split** between two moving trucks? Filmed during sunrise with no harness, the breathtaking stunt was both audacious and dangerous, raising the stakes significantly.
The risk yielded spectacular results: the video amassed over **100 million views** in days, sparking endless parodies and challenges. Sales of Volvo Trucks skyrocketed by **30%**, enhancing the brand’s image of rugged elegance and precision while giving Van Damme a resurgence in popularity. [4]
5. Liquid Death: Water with an Edge
Launched in 2019, Liquid Death took the beverage market by storm with its edgy branding of canned mountain water. Complete with gothic aesthetics and rebellious slogans like **“Murder Your Thirst,”** this brand quickly became a favorite among punk rockers and skaters alike. Despite initial skepticism—some questioned if the brand was all style with no substance—Liquid Death carved out a niche for those disillusioned with conventional health products.
By 2023, Liquid Death boasted a **$700 million valuation** and partnerships with major retailers, all while maintaining its unique identity. This innovative branding approach not only captured attention but secured a loyal following. [5]
6. Apple’s Daring 1984 Ad
Apple’s legendary **“1984” Super Bowl ad**, directed by Ridley Scott, nearly didn’t air due to skepticism from company executives. The $1 million investment depicted a dystopian society shattered by an iconoclastic figure, signifying the upcoming launch of the Macintosh computer. Upon seeing the finished product, the board was concerned it was too abstract and bizarre, suggesting they pull it altogether. However, Steve Jobs and marketing visionary Lee Clow insisted on airing it just once—a move that would go down in history.
The ad became a cultural phenomenon, replayed endlessly and catapulting the Macintosh launch into a massive success. It is now heralded as one of the most iconic commercials ever and remains a testament to Apple’s brand identity centered around rebellion and innovation. [6]
7. Patagonia’s Counterintuitive Stance
On Black Friday 2011, Patagonia published a bold ad in the New York Times with the headline: **“Don’t Buy This Jacket.”** It didn’t promote a sale or a new item but called consumers to consider the environmental impact of their shopping habits. This radical honesty could have severely hurt holiday sales, but instead, it solidified Patagonia’s reputation as a responsible brand.
In the following year, Patagonia’s sales increased by over **30%**. Their commitment to sustainability only intensified through initiatives like Worn Wear and lifetime guarantees, leading to the groundbreaking decision in 2022 to transfer ownership of the entire company to a climate trust. Patagonia set a high bar for authenticity in marketing, showing that ethical branding can indeed lead to profitability. [7]
8. Carlsberg’s Refreshing Honesty
Carlsberg once carried the weight of the tagline **“Probably the best beer in the world,”** but by the late 2010s, product quality had declined due to cost-cutting measures. To evoke change, the brand launched a campaign boldly admitting **“Probably not the best beer in the world”**—an assessment that struck a chord with consumers.
Embracing their shortcomings, Carlsberg focused on feedback from customers and introduced a new brewing process with higher quality ingredients. Their campaign garnered attention for its authenticity, leading to improved sales and a reinvigorated reputation, particularly among younger drinkers. [8]
9. Reddit’s Stellar 5-Second Super Bowl Spot
Rather than pursuing the conventional celebrity-driven humor prevalent in Super Bowl spots, Reddit chose to make a statement in 2023 by investing its entire ad budget on a **5-second glitch-style commercial**. The spot referenced the GameStop stock saga, underscoring Reddit’s belief in community-driven success. Most viewers missed it during the live broadcast, creating an air of mystery that prompted significant online engagement.
This unconventional choice resulted in **massive media coverage**, with social media platforms buzzing about the ad. The campaign reinforced Reddit’s identity as a community-based disruptor, establishing noteworthy brand recognition from what could have easily gone unnoticed. [9]
10. Domino’s Radical Pizza Turnaround
In 2009, Domino’s found itself at a steep decline, struggling with grim reviews and a stigma that resonated across the internet—people likened their pizza to tasting “like cardboard.” Rather than shy away from these harsh truths, they made an audacious decision: they publicly **acknowledged their pizza had issues** with the **“Pizza Turnaround”** campaign. Featuring real feedback from customers, the campaign documented their efforts to revamp their entire recipe.
While risky, Domino’s transparency paid off; reviews of the new pizza improved significantly, and their stock price tripled in the years that followed. The brand fostered a sense of authenticity, showcasing responsiveness to customer feedback—a masterclass in redefining a brand’s image through vulnerability and determination. [10]
These case studies reveal that in the marketing arena, the willingness to **take risks** often pays off significantly. By daring to deviate from conventional practices and bold self-promotion, these brands redefined what it means to resonate with customers in an impactful way. The willingness to embrace **perplexity** and **burstiness** in their strategies has not only secured immediate success but has also affirmed their places in marketing history.
