For Sandinista's Fall/ Winter '09 collection lookbook the brand went in a controversial direction by showing a young lad tinkering with a very big gun as well as carrying it in a backpack.
Using shock to brand and sell and sell a product is nothing new, but this may be viewed as distasteful by some people. Just like the other shocking ads that came before it. Anyway, the clothing itself has earned great reviews.
Implications - Businesses that take the risk to include controversial components in their marketing or promotion methods will benefit by garnering the attention of a large number of consumers. Such tactics will create successful results by instilling a lasting memory in the minds of consumers.