Dealing the Public Fits

Is outrage a marketing tool? Urban Outfitters has a long history of raising the ire of specific racial and ethnic groups (see http://news.yahoo.com/9-urban-outfitters-controversies-130000250.html). This week, the company was making headlines again, hawking T-shirts emblazoned with blurry lettering that reads: “I Drink You’re Cute” and “Misery Loves Alcohol” – just in time for back-to-school.

The group Mothers Against Drunk Driving (MADD) was the first to express disgust, claiming that with Urban Outfitters’ 18-24 prime demographic, “they’re sending the message that it’s cool to drink” even if you’re not legally old enough, MADD national president Jan Withers told the New York Daily News.

Poor judgment or clever marketing? Experience indicates when parents put something off limits it goes right to the top of some kids’ “must have” lists. But even the worst marketing ploy should be no match for good parenting. If you don’t want little Johnny or Judy wearing that kind of shirt, don’t buy it for them. If they buy it and they’re still living at home, yank it from their closets and give it back when they move out – or when they turn 21, whichever comes first.

Regardless of the intent, when it comes to a controversial product, someone somewhere had to think it was a good idea.