Lucy Neville

Yeah.

And in my opinion, that kind of scandal, it got a lot of videos, right?

A lot of people were like, holy shit, I've got Demi Moore's package, including Kate Hudson.

She made a video.

Which is pretty iconic.

I think that why that one worked so well is because no consumers were duped in the process.

Yeah.

And I think that with these scandals...

It's like you don't want to alienate your audience or make them feel silly or make them.

Because then you go, well, I've lost trust in this brand and we buy from brands that we trust.

So I think that brands kind of get one shot at like a really cheeky marketing tactic if it's like playful and there's no harm done.

I do somewhat empathize with brands though, because in that business of fashion article, they referred to these kind of like orchestrated fake scandals as the guerrilla marketing of 2026.

And obviously guerrilla marketing started as a way for small businesses to compete in the ad space where like you don't have the money to buy a billboard or a TV commercial, but you need people talking about your brand.

A social media post is free.

It's free to do.

So if you're a small brand and you're trying to garner some attention and get people having eyes on your brand.

it's one of those things where you're like, well, this is free.

It doesn't cost me anything.

Especially with AI as well.

And so much of marketing is taking risk.