@MTV, @Abercrombie @ITSTHESITUATION
In this age of social media or should I say social distraction its very hard for brands to catch consumers attention…………………… Oh hey, yeah that’s us.  See what I mean?  We’re spending less time watching TV and more time blogging.  Less time reading newspapers and more time on Facebook.  So successful ad campaigns are becoming more hit and miss than ever.

To grab hold and stimulate consumer attentions brands have to get crazy maybe even fabricate beef, like the rappers do.  That’s exactly what white boy sheik outfitter, Abercrombie & Fitch is doing.  “Appauled” by the behavior and his misuse of their clothing, the company is offering to pay Michael “The Situation” Sorrentino NOT to wear them anymore.  Abercrombie & Fitch has released a statement, expressing “deep concern” about Sitch’s association withFitch.

“We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans,” the statement says.

So lets go to the tale of the tape:  This American retailer focuses on casual wear for affluent white kids aged 18 through 22.  Their stores are intentionally dimly lit and blasted with loud music and their signature cologne to resememble the sights, sounds and yes smells of a nightclub.

Brand’s have tried this stunt before but usually trying to bait a celebrity into an endorsement not the opposite.  But its a very risky strategy.  Remember the whole 50 Cent/ Taco Bell fiasco?  #MajorFail.  Say what you want about “The Situation” he’s a social icon and represents the character of many of their consumers. No doubt this stunt has already drummed up millions of dollars of “can’t buy” publicity but there is a risk.

Naturally, the company hopes the show’s hosts and fans will actually wear MORE of the brand in deliberate protest conning millions of fans to do the same but there is the chance that Abercrombie is instead raising their noses at the fist pumping, JTL generation or a step further, Italian Americans.  That’s a very losing proposition.  If the conversation swings in that direction, it could be a slippery slope that would lead the brand into certain demise.

For now, only time will tell.  For many brands, however its do or die and such publicity stunts are going to become more frequent and their true intentions exposed more often.  Where do you see this controversy ending up going?