Lowest Common Denominator Marketing.
Announcing that you're offering customers a great product for a low price is hardly revolutionary. But I thought the French Connection lesson had long since been learned.
Notwithstanding the moral responsibility that marketers share with all public communicators, the issue here is that of consistency. Short-term controversy generates noise and that's fine, but it is just short-term and it mustn't be allowed to distract from the overall tone of voice.
Standing out is only half the equation. You need to ensure you stand out for the right reasons.