In modern marketing, consumer attention has become one of the most valuable assets. In an environment where information spreads at an unprecedented pace, brands are constantly seeking ways to capture attention and generate buzz around their products. By attracting emotional reactions and public attention, scandal has emerged as a powerful yet controversial marketing tool. The growing interest in this topic over the past decade is linked to the rapid global dissemination of information through social media platforms. The study analyzes the reasons and outcomes behind the use of scandal in advertising and examines key approaches to provocative marketing strategies through both international and Georgian brand case studies. It identifies the advantages and risks of such campaigns, also highlighting key factors influencing public perception. Based on a quantitative survey, the study presents Georgian consumers' attitudes toward scandalous advertising. The findings underline the importance of careful risk assessment when using provocative campaigns. The findings show that while such campaigns can effectively boost brand awareness, they often trigger negative emotions that may damage a brand's reputation. Taking these insights into account can help local companies evaluate the potential use of scandal as a marketing tool more wisely and apply it more strategically, minimizing the associated reputational risks. The study underscores the importance of aligning provocative marketing strategies with ethical standards and audience expectations.