Most brands avoid controversy like the plague, in large part because on the surface it does seem ill-advised. Who would want to associate their name with something Merriam-Webster defines as an “argument that involves many people who strongly disagree about something?”
However, there are some who choose to stir the pot because they know something others might not fully understand yet. Controversy attracts attention because it triggers an emotional response, which is essential in generating massive engagement. It encourages audiences to click, read, and share the content.