When a Scandal Brings Attention, Not Losses

Emotions are the currency on which all marketing is built, and Pims demonstrated this perfectly. Their campaign #PimsPolice went viral not because the video was flawless or perfectly funny, but because it struck a chord with people — making them talk, share, comment, and debate. Sometimes controversial advertising works better than the “perfect” promo posts, but it comes at a price.

In 2025, Pims released a video with provocative humor. At first glance, it seemed like a simple joke, a play on words, and a touch of irony. But the audience reaction was instant: millions of views, thousands of comments, a media hype. And yet sales did not drop, brand attention increased, and it was exactly this emotional engagement that made the campaign go viral.

The reason it worked is simple: people stopped trusting standard ads; they trust emotions. The video was lively, funny, and provocative — and it grabbed attention from the very first frame. Even criticism and negative reactions became part of the engagement — comments, shares, debates created a wave of interaction, and social media algorithms pushed the content naturally. The story, not the product, was at the center of attention: nobody bought a drink for a laugh, but everyone remembered the brand and wanted to be part of the conversation. At the same time, Pims understood their audience and its boundaries, so the risk was calculated, and the “black PR” turned into a tool rather than destruction. Giving creators freedom allowed the videos to be organic, unique, and still achieve the campaign’s goal — engagement and sales.

For brands, this means one thing: emotions must be the center of your strategy, because they sell, engage, and make content go viral. Yes, provocation, black PR, and scandals can generate hype, but it’s always a balance between attention and reputation, and the cost can be criticism, negative reactions, or simply the risk of losing part of your audience. However, if approached wisely, giving creators freedom, considering audience segmentation, and measuring results through analytics, every video becomes part of a system that genuinely works for the brand, sales, and audience trust.

True success comes to those who understand the mechanics of emotion, not to those who just make pretty but empty videos.