This will not affect bitcoins (im)popularity, you are bitcoiner or not. It will not offend people who don't have bitcoins. They simply do not care about cryptocurrencies and just wonder what nocoiner means. And it will not increase bitcoins popularity either.
Yes, chances are no one
(or a very small amount of people) will actually be offended by this advertisement. But my point is that it still gives them the impression that people who hold and invest in bitcoin are sort of arrogant crybabies.