The result was a massive boost in brand awareness and a flood of new fans who appreciated Hansen's sense of humor. It's not every day you see a brand laughing at themselves, and it's definitely a refreshing change from the usual serious ads. By turning criticism into promotion, Hansen proved that they're a force to be reckoned with in the marketing world.
New ad running holding Hansen’s feet to the fire for attacking couples
But what's really interesting is how Hansen's stunt subverted expectations and challenged the traditional model of advertising. Instead of trying to please everyone, they decided to embrace the hate and use it to their advantage. It's like they took a page out of the WWE playbook - where the bad guys are often the most popular characters.
