Bad Publicity, Good Thing?

Bad publicity is still publicity. Even if people are ripping apart your brand, they are talking. This buzz causes brand awareness and many are benefiting from it. Ben and Jerry's new ice cream flavor (Schweddy Balls) caused huge controversy but the protesting has spread the awareness of the new ice cream. Matter of fact, a new agency is being established to do just that. Brand Anti-Endorsement and Boycott Services helps advertise in very untraditional means. One thought that was funny was if you cannot endorse an A-list celebrity, hire a D-list celebrity to wear your competitors products. Oh geeze... what is the advertising world coming to?... Or are they onto something?