Sydney Sweeney’s Novig ad might have paid off despite immense criticism. According to a source, she might have been the “mastermind” behind the brand marketing. The actress reportedly turned controversy into the campaign’s publicity. It was said that Novig was not a popular name in the market till Sweeney collaborated with the company. For context, the “Euphoria” star almost bared it all in a Novig advertisement, resulting in backlash from female athletes.
Sydney Sweeney made nude Novig ad controversy ‘part of the advertising,’ per source
Sydney Sweeney reportedly made her Novig ad controversy a part of campaign promotion. A source told RadarOnline that the actress showed how to attract people’s attention. She allegedly played the brand marketing “mastermind.”
“Whether people love these campaigns or absolutely hate them, everybody ends up talking about Sydney and the company involved,” they said. It was reported that Sweeney turned the talks around the provocative ad into a “part of the advertising.” Nobody seemingly knew the name of the brand earlier, but now it has received worldwide attention, thanks to Sweeney.
“Sydney has now been at the center of several campaigns that generated outrage, debate and enormous publicity. Whatever people think about the creative choices, brands understand that she commands attention,” the source added.
Earlier, Business Insider shared Peak Metrics’ data report about the campaign’s social media mentions. It was stated that the responses for favorable posts were higher than unfavorable ones. The firm reviewed platforms like X, Instagram, Reddit, TikTok, Threads, and Bluesky to collect the data.
Meanwhile, Nicky Vita, the head of strategy at advertising agency JOAN London, analyzed the results. According to her, Sweeney’s nearly nude ad, following the controversy, worked in favor of Novig. She said, “From an awareness point of view, the fact that people are talking about it days after launch is a good thing. A few days ago, who even knew about Novig?”
