17/09/2026
Founder Lauren spoke to Business Insider about Sydney Sweeney, Novig and the not-so-subtle art of outrage marketing.
If you’re angry about the Sydney Sweeney ad, commenting on it, sharing it with friends, reposting it to explain why you hate it or arguing about it online, there’s a pretty funny reality: you’re doing exactly what Sydney and the team at Novig wanted you to do.
That’s outrage marketing. You create something provocative enough that people can’t resist talking about it, and suddenly the people criticising the campaign are doing just as much of the marketing as the people who love it.
Sydney has an equity stake in Novig and was involved in the creative, so this wasn’t simply a celebrity turning up, shooting an ad and going home. She knew what she was doing.
As Lauren told Business Insider, “Attention and sales aren’t the same thing.” But you probably never heard of Novig before this campaign… But you have now.
It might p**s you off, but it’s smart. And Sydney is very, very good at this.
