Whaling museum turns one-star review into viral merch boom

After a visitor posted a one-star Google review in 2020 calling the New Bedford Whaling Museum the “worst aquarium ever,” the institution embraced the criticism by printing the comment on a line of T-shirts, sweatshirts and tote bags. The merchandise went viral on social media, propelling sales up 250% in just one week. Museum president and CEO Amanda McMullen praised the bold decision, and chief engagement officer Annelise Conway said the success stemmed from genuine authenticity.

The museum recently opened a 250-gallon saltwater tank showcasing blue crabs, sea stars and northern puffer fish, created with the University of Massachusetts Dartmouth’s School for Marine Science and Technology. Public reaction on platforms like Reddit highlighted the clever marketing and drew new visitors to the museum. The viral merch has expanded the museum’s national profile beyond its traditional focus on whaling history, science and art.