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Great Jeans, Greater Risk: AE’s Back-to-School Bet

Viral reach vs. brand trust—what the Sydney Sweeney debate really exposed.

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

American Eagle – “Sydney Sweeney Has Great Jeans”

American Eagle’s recent back-to-school campaign featuring Sydney Sweeney used a double entendre—“jeans” vs. “genes”—that quickly ignited a fierce debate. While the ad generated massive buzz and lifted the brand’s cultural relevance, it also sparked serious criticism over racial insensitivity and beauty standards. Despite the backlash, the campaign drove billions of impressions, significant free media exposure, and lifted market value, showcasing both the power and peril of provocative advertising.

Key Marketing Lessons

  • Viral doesn’t always mean virtuous
    Controversy can deliver attention seldom matched by traditional media—but brands must ask: does this alignment serve our long-term values? American Eagle proved that visibility without alignment can risk reputation just as much as it drives results.

  • Cultural context matters more than creativity
    The campaign’s wordplay was seen by some as clever—but interpreted by others as tone-deaf. It shows the high stakes in today’s divided cultural landscape. What’s edgy for some may be offensive to others.

  • Measure both exposure and sentiment
    While engagement metrics soared, public sentiment became a mixed bag. Brands need to track both visibility and values-based reaction to truly understand campaign success.

  • Charity tie-ins don’t inoculate against backlash
    Though American Eagle tied the campaign to a denim donation initiative for domestic violence survivors, goodwill efforts can't always offset tone-deaf messaging.

  • Sexy and cheeky can still sell—but at a cost
    The campaign replayed an old formula—sex appeal + taboo—but one that might no longer land without nuance. In an era of heightened audience expectations, brands need to lean into authenticity, not rely on provocation.

Takeaway:
This campaign is a textbook case of "attention gains, brand trust drains." It underscores that in today’s media environment, sensitivity to representation and deeper cultural resonance often matter more than raw visibility.

American Eagle – “Sydney Sweeney Has Great Jeans”

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Weekly Tip

Write for One Person

Content feels stronger when it speaks directly, not broadly. Imagine writing to a single ideal reader.

• Use “you” instead of “customers” or “audience”
• Address specific needs rather than general ideas
• Keep the tone conversational, like a direct exchange

When readers feel you’re talking to them, engagement naturally increases.

Weekly Challenge

This week, sharpen your CTAs to drive more engagement:

• For three posts, test a different type of CTA—ask for a comment, suggest a save, or encourage a share
• Keep the request clear and natural, tied directly to the content
• Compare which CTA drives the most responses over the week
• Note the style that resonates best and use it more often going forward

Strong CTAs turn passive scrollers into active followers.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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