The New Bedford Whaling Museum in Massachusetts has turned a one-star Google review describing it as the “worst aquarium ever” into a successful merchandise campaign. Although the museum focuses on the history, science and art of whaling rather than displaying marine animals, it embraced the misunderstanding and used it to attract attention online.

The museum printed the review’s phrase on T-shirts, sweatshirts and tote bags, which then spread widely on social media. It said the viral merchandise increased sales by 250%, demonstrating how an initially negative review can be repurposed into publicity and commercial success.