What’s wrong with using popular memes in advertising?

“This is a well-working way to bring attention to the brand and to increase loyalty of your audience. However, you should be the first one who decides to make this move. Otherwise, the use of memes could be annoying for the audience. You run the risk of failure (Either from an esthetics point of view, or point of sense), a risk of inappropriate usage (For instance, if meme is suitable for one group of people and your audience is the complete opposite, they simply won’t understand the message)” – noticed Viktoria.