New Realm Clo responds to anger over marketing stunt in Adelaide

A clothing company has responded after a bold marketing campaign angered many, with one recipient declaring she “nearly lost her sh*t” over the stunt.

A clothing company has responded after its fake parking fine marketing campaign left many recipients angry, with one declaring she “nearly lost her sh*t” after finding it on her windscreen.

New Realm Clo is an Australian streetwear clothing brand started by brothers Noa and Mateo, who told news.com.au they “wanted to make an impact beyond fabric and stitches”.

To market their growing business, the brothers stuck fake parking fines to cars’ windscreens around Adelaide.

“City of Adelaide Notice of Parking Violation,” the realistic-looking fine notice read.

“You’ve been cited! But don’t worry, it’s not as bad as it seems. This notice has been issued because your current outfit has been found in violation of the Fashion Code under Section 2025 of the Trendsetter Regulations.”

New Realm's marketing campaign has divided. Picture: Reddit

The fake fine adds: “This is a gentle nudge to up your style game.”

The piece of paper also included a QR code so people could scan through to the business’ website. But not everyone was impressed by the bold marketing tactic. One Reddit user took to the platform and shared a snap of the “fine”.

“Was already having the worst day and saw this stuck under my wiper while driving, nearly lost my sh*,” she said.

And, many other social media users agreed.

“Wow, what a brilliant first impression. Nothing screams ‘we’re marketing geniuses’ like p*ssing people off with a fake fine before they’ve even heard of your business,” one said.

Another said: “I would be leaving a bad review for this shop if I saw this on my car.”

“My wife just sent me an almost identical photo, just without the nail polish. She’s really p*ssed at them too,” another wrote.

New Realm is a streetwear company. Picture: Instagram/New Realm

However others defended the business’ tenacity.

“I mean, that’s one way to advertise your business but damn. After the “insult” would you want to shop there? ‍️Agree with the other comments though, it’s a good way to get your name out there,” one said.

Another said: “Comments section full of some serious Karen attitude. Marketing takes time to work out. This is not the best but it’s a bit of fun. Put it in the bin and move on.”

New Realm co-founders Noa and Mateo told news.com.au that as a young brand, having launched in August 2024, they were trying to “establish” themselves in the market.

“We came across the concept of a fake parking ticket campaign online and thought it was a clever and humorous way to drive traffic to our website. We wanted something that would actually make people stop, think, and maybe even laugh,” they said.

The brand have defended it. Picture: Instagram/New Realm

“It wasn’t just about driving traffic to our website; it was about creating a moment — something that pulled people out of their daily routine and gave them a jolt of unexpected fun. The fines weren’t real fines, it was just a cheeky ad campaign. However, the response wasn’t entirely what we anticipated.”

The duo said some found it funny and “appreciated the creativity behind it” but others took it differently and have responded negatively.

“We’ve received everything from props to threats, with DMs, comments, and even a Reddit thread dedicated to debating the stunt,” Noa and Mateo said.

“But love it or hate it, people are talking, and that’s what great marketing does. If you’re not sparking a reaction, you’re invisible. And we’d rather be adventurous than forgettable.”

However, the pair said while they do not regret taking a bold approach, their intention was never to upset anyone and not everyone will see eye-to-eye on unconventional marketing.