Protesters calling for a nationwide boycott campaign against Starbucks hold placards during a press conference at Gwanghwamun Square in Seoul, May 27. Yonhap
This is how one longtime retail industry professional, identified as Mr. A, described the nature of marketing work. He made the remark while reflecting on the controversy surrounding Starbucks Korea's recent "Tank Day" event, which sparked widespread criticism for allegedly mocking the May 18 Gwangju Democratic Uprising.
According to him, campaigns that carry no risk often fail to attract consumer attention, while those that prioritize shock value or entertainment can easily trigger unforeseen controversies. As a result, marketers are constantly engaged in a delicate balancing act.
"If it succeeds, it's a huge hit. If it goes wrong, it's a disaster," he said. "The greater the pressure to produce results, the greater the chance of making mistakes. Marketers must always remain sensitive and aware of the potential social impact of their campaigns."
The fear of making a costly mistake is no longer just a personal concern for marketing professionals. Companies themselves are increasingly worried that they could become the next target of public outrage.
