Memorability has nothing to do with it. Whether people like it or not has nothing to do with it. Studies continue to prove that there is no relationship between remembering your marketing and buying your offering. All that matters is if people are motivated to make a purchase. So don't aim for memorability as much as desirability because that leads to profitability.
Bad publicity is better than no publicity at all.
Bad publicity is bad for your business. No publicity is a lot healthier for you. People just love to gossip, especially about businesses that have done something so awful that the media exposes it. Guerrillas love publicity but avoid bad publicity because they know it spreads faster than wildfire. All that really counts is earning a honest profit.