Pitch your message correctly – witty can soon become bad taste if it is not executed in the right way.
Keep your target market in mind – edginess is far more likely to captivate a youthful target market.
Test any risky campaign on a wide cross section
of your target market.
Be controversial for the sake of it – this only works if there is a genuine business case for doing so that fits with the culture of your company.
Mess with the litigious – an unconventional press advert for a law firm that listed the names of in‑house lawyers without asking permission, backfired dramatically. Some sectors don’t welcome edgy marketing.
Push it too far – be edgy, be amusing, but don’t be illegal. If you aren’t sure of the boundaries yourself, seek professional advice beforehand.
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