American Eagle’s recent campaign featuring Sydney Sweeney has drawn significant attention, sparking conversation about its creative direction and alignment with the brand’s audience. While the goal may have been to resonate with young women, many observers felt the approach leaned too heavily on nostalgic Americana tropes that didn’t reflect the diversity or values of today’s consumers.
The execution, focusing on physical appearance and a play on “jeans” and “genes,” prompted discussion about how brands can ensure their marketing strategies connect authentically with the people they aim to reach. It’s a timely reminder of the importance of aligning message, messenger, and audience.
So what’s the larger lesson that brands can learn from this controversy?
Importance of authentic partnerships
Consumers quickly recognize when a brand–influencer pairing feels forced or misaligned. Public figures bring their own personal brands to any collaboration, so a strong fit is essential. The right partnership enhances credibility and expands reach; the wrong one risks alienating audiences and eroding trust.
An example of alignment done well: Rhode’s Peptide Lip Shape campaign featuring singer Tate McRae. Known for her background as a competitive dancer, McRae embodies confidence and authenticity—qualities that complemented Rhode’s “effortless beauty” message. The campaign’s emphasis on sculpting and performance mirrored her identity, creating a natural connection between product and personality.
Deeply understand your audience’s values
Understand your target consumer’s pain points and what they need to see from your brand in order to trust and support it. While it may feel like a race to stay relevant with influencers and celebrities, your brand must stay focused on the larger message that it’s trying to communicate and make decisions that align brand and consumer values.
Everyone wants to break through the noise, but the messages that are going to land with consumers are the ones they resonate with.
Ralph Lauren is a uniquely American brand rooted in American values and heritage, and its latest campaign featuring the Oak Bluffs collection was executed with layers of depth and intention. It successfully paid homage to a place of legacy and aspirational leisure for generations of Black communities and celebrated the stories of people that thrive in this haven, an overlooked and deeply nostalgic place in American history. More than just a limited-edition collection, the campaign includes a curated Spotify playlist, documentary and videos of actual resident families of Oak Bluffs, Massachusetts. It taps directly into the joy and optimism of American consumers by sharing the spirit and tradition of a sophisticated seaside community, translated into classic coastal leisurewear.
Prioritize cultural competence and sensitivity
Consumer PR must be built on an understanding of the social, cultural and political context that your brand operates in. When a brand plays into narrow representations, it risks long-term disengagement from key audiences.
Avoiding this means running your campaign by a diverse set of decision-makers. Evaluating multiple perspectives can lessen the chances of a message being misinterpreted or for certain groups to perceive it in a negative way. When messaging is shaped by a broad spectrum of voices, it naturally becomes more inclusive, relatable and authentic.
Let’s look at Nike as a brand that prioritizes inclusive content while honoring the diverse cultural backgrounds of its audience. Nike’s iconic and ongoing “You Can’t Stop Us” campaign began with a video ad released in 2020. It used a powerful split-screen edit to juxtapose athletes of different genders and backgrounds performing similar movements, reinforcing messages of equality and the universal athletic experience. Released during the COVID-19 Pandemic and coinciding with the Black Lives Matter movement, this campaign used emotional storytelling to connect with its audiences. The video was just the start of a campaign focused on unity, resilience and the overarching strength of humanity.
A Wake-Up Call for Smarter Consumer PR
We’ve seen American Eagle take the Internet by storm, but with a controversial outcome.
We’ve also seen examples of innovative messages crafted by other brands, ones able to touch real consumer emotions and create lasting impact.
Going viral isn’t always a win, and being disruptive can’t come at the cost of being insensitive or offensive. Need help with your consumer PR strategy? At Avenue Z, we help brands create noise in a way that’s relevant and meaningful. Let’s talk.
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