Discount airline Spirit Airlines is a scrappy marketer. They use controversy to create a networked affect of their efforts. Their brand-tone plays to the inner-teenager of its customers.
Take their latest ad campaign.
Drafting off of the 24-hour a day news about the Gulf Coast oil spill, Spirit is running ads asking consumers to "Check Out the Oil on Our Beaches." The ads feature bottles of BP ("Best Protection) in a bottle colored of the same shade of BP yellow and green.
Previous marketing efforts poked fun at Jimmy Hoffa, Tiger Woods, MILF's and muff diving--all with an equal brand dose of adolescent humor.Source: DailyFinance