Under the Influence with Terry O'Reilly Episode Summary: "Hug the Cactus: Advertising to Haters" Release Date: February 15, 2025

Introduction

In the episode titled "Hug the Cactus: Advertising to Haters," host Terry O'Reilly delves into the intriguing intersection of marketing and online negativity. He explores how various brands have ingeniously transformed criticism and hate into powerful marketing tools. Through a series of case studies, Terry illustrates the strategies companies employ to turn detractors into advocates, leveraging humor, audacity, and innovative campaigns to reshape their public image.

Reevaluating Critical Reception in the Music Industry

Terry begins by drawing parallels between the fluctuating critical reception of classic music albums and contemporary marketing challenges. He recounts how albums like the Rolling Stones' Exile on Main Street and Bob Dylan's Blood on the Tracks were initially dismissed by critics but later hailed as masterpieces.

Notable Quote:

• Terry O'Reilly (02:30): "Time heals all heels. When the album was re-reviewed years later, it landed at number nine on Rolling Stone's Greatest Albums of All Time list."

This segment underscores the theme that initial negativity doesn't have to dictate long-term success—a principle that sets the stage for understanding how brands can navigate and even benefit from negative perceptions.

Supercuts: Turning Cheapness into a Punchline

Supercuts, a hair salon chain, faces a significant challenge with a public perception of being a "bargain basement chop shop." Despite maintaining a high customer satisfaction rating of 4.8 stars on Google, negative chatter, primarily from non-customers, overshadows positive word-of-mouth.

Notable Quote:

• Marketing Director (10:45): "Many people think Supercuts is bargain basement chop shop. And he says that just isn't so."

In response, Supercuts launched the "Real Dumb Coupon" campaign, deliberately adding $50 to the price of a haircut to play on the stereotype of being cheap. The campaign uses humor to make haters smile and reconsider their views.

Notable Quote:

• Supercuts Campaign (15:20): "If you feel the urge to spend more than you need to on a haircut, why not do it at Supercuts?"

Oatly: Embracing Legal Battles and Boycotts with Humor

Oatly, known for its oat milk products, frequently finds itself at odds with dairy councils and faces numerous lawsuits and boycotts. Instead of shying away, Oatly created a website, f.oatly.com, dedicated to cataloging all negative feedback and legal issues.

Notable Quote:

• Terry O'Reilly (22:10): "Oatly has a knack for attracting lawsuits because of the way it markets its products."

The website humorously invites visitors to register their hate, turning criticism into a communal acknowledgment of challenges while promoting brand transparency.

City of Vienna: Leveraging Negative Reviews to Boost Tourism

The Vienna Tourism Board launched the "Unrating Vienna" campaign in response to overwhelming reliance on online reviews. By showcasing negative comments over stunning images of the city’s attractions, Vienna turned unfavorable reviews into a humorous call for visitors to form their own opinions.

Notable Quote:

• Vienna Tourism Board CEO (35:50): "The campaign is intended to make people sit up, think and trigger broader public discussion."

This innovative approach emphasizes that subjective opinions shouldn't deter potential visitors and highlights the beauty of subjective experiences.

Snowbird Ski Resort: Highlighting Challenges to Attract Enthusiasts

Snowbird, a Utah-based ski resort, utilized its negative reviews to appeal to hardcore skiing enthusiasts seeking challenging terrain. By featuring only one-star reviews alongside breathtaking images of their slopes, Snowbird communicates authenticity and attracts its target demographic.

Notable Quote:

• Snowbird Marketing Director (42:15): "Hey, if you can't fix it, flaunt it."

This strategy reinforces Snowbird's brand identity as a premier destination for serious skiers, embracing the mountain's inherent difficulties as a selling point.

Spirit Airlines: Rewarding Hate with Frequent Flyer Miles

Spirit Airlines, notorious for its low-cost but no-frills service, decided to channel customer frustration into a marketing initiative. By creating hate.slantmiles.com, Spirit offers 8,000 free miles to those who express their dissatisfaction, effectively turning complaints into incentives.

Notable Quote:

• Spirit Airlines Representative (48:40): "We need to embrace the mountain's unique features like steep terrain, long runs and deep snow, and do it with a little humor, courtesy of haters."

This approach not only acknowledges customer grievances but also incentivizes continued engagement with the brand despite negative perceptions.

Liquid Death: Creating a Billion-Dollar Brand from Hate

Liquid Death, a canned water company, takes a bold step by transforming negative online comments into music tracks. Their "Greatest Hates" series features songs composed of real hate comments, blending edgy branding with customer feedback.

Notable Quote:

• Terry O'Reilly (54:00): "Liquid Death hugs its haters and by doing so, it's now a billion-dollar brand."

This unconventional method reinforces Liquid Death's rebellious brand image and fosters a unique connection with its audience.

Adidas: Celebrating Athletes Amidst Criticism

Adidas's "There Will Be Haters" campaign features soccer stars confronting typical negative remarks through empowering visuals and confident messaging. By spotlighting both the praise and criticism athletes receive, Adidas reinforces resilience and celebrates individuality.

Notable Quote:

• Adidas Campaign (1:00:30): "They hate your shiny new boots because they wish they were in them."

This campaign effectively turns negative comments into affirmations of success and excellence, aligning with Adidas's brand ethos.

Conclusion

Throughout "Hug the Cactus: Advertising to Haters," Terry O'Reilly masterfully illustrates how brands can transform negativity into strategic marketing advantages. By embracing criticism with humor, transparency, and creativity, companies like Supercuts, Oatly, Vienna Tourism, Snowbird, Spirit Airlines, Liquid Death, and Adidas demonstrate resilience and innovation. These case studies serve as inspiring examples for marketers seeking to navigate the complexities of reputation management in the age of social media and instant feedback. The episode reinforces the notion that sometimes, the best way to combat hate is to confront it head-on and turn it into something positive.

Notable Quotes Overview

1. Terry O'Reilly on Music and Time:

   • "Time heals all heels." (02:30)

2. Supercuts Marketing Director:

   • "Many people think Supercuts is bargain basement chop shop. And he says that just isn't so." (10:45)

3. Supercuts Campaign Message:

   • "If you feel the urge to spend more than you need to on a haircut, why not do it at Supercuts?" (15:20)

4. Oatly's Legal Strategy:

   • "Oatly has a knack for attracting lawsuits because of the way it markets its products." (22:10)

5. Vienna Tourism Board CEO:

   • "The campaign is intended to make people sit up, think and trigger broader public discussion." (35:50)

6. Snowbird Marketing Director:

   • "Hey, if you can't fix it, flaunt it." (42:15)

7. Spirit Airlines Representative:

   • "We need to embrace the mountain's unique features like steep terrain, long runs and deep snow, and do it with a little humor, courtesy of haters." (48:40)

8. Terry O'Reilly on Liquid Death:

   • "Liquid Death hugs its haters and by doing so, it's now a billion-dollar brand." (54:00)

9. Adidas Campaign Message:

   • "They hate your shiny new boots because they wish they were in them." (1:00:30)

Final Thoughts

"Hug the Cactus: Advertising to Haters" offers a compelling exploration of modern marketing strategies that embrace and repurpose negativity. Terry O'Reilly provides valuable insights into how understanding and addressing criticism can lead to innovative campaigns and stronger brand identities. This episode serves as a vital resource for marketers aiming to navigate the challenges of consumer perception in an increasingly connected and vocal digital landscape.