The ad campaign that launched a thousand critiques: Sydney Sweeney’s jeans
American Eagle’s latest campaign featuring Sydney Sweeney has gone from denim promo to cultural flashpoint. The ad plays on the line “great genes” – striking out genes and replacing it with jeans – while the video nods to her blue eyes, looks, and heritage. Critics quickly drew a line to eugenics, calling the concept tone-deaf in today’s climate of heightened racial and political tensions.
The backlash grew when Sweeney’s Republican ties resurfaced, including a themed party for her grandmother’s 60th – prompting public support from conservative figures, even Donald Trump. His praise for the “anti-woke” campaign sent AE’s stock up more than 20% in a day, though sales data tells a less dramatic story.
Supporters argue the ad is harmless wordplay. Others believe if the same line had been applied to a Black or other non-white model, the reception and blowback would be very different.
American Eagle hasn’t budged, stating, “It’s always been about the jeans,” and doubling down on its message. Whether you call it bold, calculated, or reckless, the brand has thrust itself back into mainstream conversation, for better or worse.
This is a case study in how one word can shift a campaign from cheeky to controversial, and how quickly it can become politicized. In 2025, the line between pop culture, consumer marketing, and politics is thinner than ever.
Personally, I think the ad is tone-deaf. “Great genes” in a time of geopolitical conflict, racial inequality, and debates over belonging? It’s not just risky, it’s a lightning rod. Yet, I’ll give American Eagle credit for two things: sparking conversation when they’ve been largely off the cultural radar, and sticking to their statement instead of defaulting to a generic apology.
For marketers, the lesson is twofold: 1) Know the climate and test your creative through diverse lenses before launch. What’s playful to one audience can feel exclusionary to another. 2) Own your stance – if you’ve weighed the risks and move ahead, be ready to defend it.
Provocation can reignite relevance, but it’s a high-wire act that demands you’re prepared for where the conversation might go.
Teresa Zhou, Managing Director
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Goodbye little ‘sweet treat’ purchases – American consumers react to economic headwinds
In the first half of this year, U.S. consumer spending has stagnated. Major companies like Chipotle, Kroger, and P&G have reported that consumers across all income levels are becoming increasingly cost-conscious. One clear sign of this shift is the reduction in spending on “sweet treats”, or little luxuries like fancy (and expensive) coffee shop drinks, indulgent snacks, or other fun spontaneous purchases that aren’t considered a necessity.
This isn’t surprising given ongoing economic headwinds, including inflation, rising tariffs, and broader financial uncertainty, but it marks a notable change in consumer behavior. Where shoppers once found comfort and joy in small daily splurges, many are now turning to bulk buying, generic brands, and coupon clipping, cutting back even on small indulgences that once offered quick emotional relief. As households across the country reassess their spending habits and delay discretionary purchases, brand strategy also needs to be reconsidered.
In 2025, marketers in the U.S. snack and packaged good industries will likely pivot more sharply toward messaging that emphasizes value, wellness, and emotional payoff. This means offering affordable formats of their products and positioning snacks as accessible self-care, rather than luxury. The brands that succeed will be those that can meet consumers where they are comfortable, making every purchase (both large and small) feel not just affordable, but worth it.
Pixie Bitner, Campaign Manager
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