Introduction: The Power of Brand Image
Nowadays, with the digital era, we have seen that a brand image can shift overnight. Social media allows companies to have greater visibility than ever. However, it also comes with a notable negative impact: increased vulnerability. Indeed, the same digital tools that help brands reach millions of people can amplify mistakes just as fast when the message doesn’t feel right. Moreover, it only takes one online deepfake to seriously damage a company’s credibility. Therefore, in this article, we will see the recent contrast between American Eagle’s and Gap’s advertisements. In addition, it shows just how important digital marketing can be in shaping or enhancing public perception and brand image.
When a Campaign Turns into Controversy
On the one hand, on July 23rd, 2025, American Eagle launched its “Sydney Sweeney Has Great Jeans” campaign featuring the well-known actress. A controversy emerged due to a specific play on words between “jeans” and “genes” , which the company intended to be amusing. Yet, within hours, it caused a huge social media backlash. The slogan, emphasizing Sydney Sweeney’s physical traits such as her blue eyes and blonde hair, was seen as culturally exclusive and very out-of-touch. Immediately, there was a huge reaction on social media like X and TikTok with memes and criticism. As a result, American Eagle’s campaign quickly became a symbol of marketing disconnected from modern cultural realities and issues.
As for the campaign, the figures are very divisive. On the one hand, the campaign generated over 40 billion impressions and brought in 700,000 new online customers. On the other hand, store foot traffic fell by 9% in the following weeks. Moreover, many of these impressions were made by people who disagreed with the campaign. In addition, as a national poll revealed that 12% of Americans found it offensive and nearly 40% considered it “ill-timed.” If we speak in terms of pure digital reach, the campaign was a great success with the many impressions. But in terms of brand image, it was a major setback, and American Eagle’s reputation clearly took a hit. To conclude, despite featuring a trending actress with great online influence, the digital marketing campaign fell into controversy, proving that digital trend doesn’t always translate into positive brand perception.
Diversity and Authenticity: The Key to Connection
On the other hand less than a month later, on August 19th, 2025, Gap seized the moment and responded with an opposite approach. The company launched a digital marketing campaign named “Better in Denim”. The advertisement featured KATSEYE, a multicultural pop group composed of 6 members from Korea, the Philippines, Switzerland, and the U.S. Here, Gap was showcasing mixed genres and multicultural dancers that celebrated diversity and inclusivity, he exact opposite of what American Eagle had done weeks before.
The results were rapid and impressive. The campaign generated 20 million views in three days, 400 million overall views, 8 billion impressions, and a 4% increase in comparable sales that quarter. Moreover, on social media, Gap recorded 286% more positive mentions compared with the previous month, an unprecedented growth for the company. When American Eagle’s digital marketing campaign provoked debate and scandal, Gap’s campaign created engagement with more than 300,000 people recreating the dance on Tiktok. This perfectly captured how diversity and authenticity in advertising can strengthen brand image and connect emotionally with audiences.
Conclusion: The New Rules of Digital Marketing
In the end, these two campaigns show how digital marketing doesn’t just sell products. It defines what a brand stands for and who will buy from it. In today’s world, consumers are increasingly trying to align their purchases with their personal values. As a result, inclusivity is no longer optional, and people won’t stand for exclusionary advertisements. A play on words on social media can no longer be taken lightly. It can tilt the balance between amazement and outrage, between brand engagement and controversy.
Finally, to nurture a strong and lasting brand image, it is important to be known, but for the good reasons : how you do it is fundamental. Therefore, digital marketing goes beyond visibility and must focus on resonance: what people feel, share, and remember. How you are promoting yourself reflects how consumers will interpret what your brand believes in. Because in today’s world, clicks may fade but perception lasts.
Bibliography
- Forbes. “American Eagle Foot Traffic Falls Nearly 9 % Year Over Year Amid Sydney Sweeney Controversy.” (Aug. 12 2025)
- Adweek. “American Eagle’s Sydney Sweeney Campaign Drove 700 000 New Customers — and a Massive Backlash.” (Aug. 2025)
- New York Post. “12 % of Americans Found the Sydney Sweeney American Eagle Ad Offensive, Poll Shows.” (Aug. 2025)
- Business Insider. “Gap CEO on Viral Denim Ad with KATSEYE: Millions of Views and a Cultural Takeover.” (Aug. 2025)
- Modern Retail. “Gap’s KATSEYE Campaign Generated 20 Million Views in Three Days as Denim Drives its Turnaround.” (Sept. 2025)
- Meltwater Blog. “KATSEYE × Gap: Data Insights on a Viral, Inclusive Campaign.” (Sept. 2025)