This Hawaii retailer offers exotic men's underwear at several locations. They did well with the local gay market but needed to broaden their customer base, so we recommended newspaper advertising. Not just any newspaper ads, either, but deliberate attempts to stir controversy and raise eyebrows—just like the company's products. As it happened, these ads also raised hackles at one conservative Hawaii newspaper which refused to run them. Competing news outlets then ran that incident as news, multiplying the ads' effect far beyond what the clients' small budget could have accomplished alone. Down Under was soon flooded with women buying underwear for their husbands and boyfriends, which was exactly the broad market we had hoped to attract.

The moral of the story: don't merely advertise when you can scandalize.

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