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.
It may or may not result in people getting offended, but that is immaterial. If a few people are drawn to trying out Bitcoin, either due to curiosity or due to fear of missing out, then its purpose is served. There is no such thing as bad publicity.
I agree that bad publicity is still publicity, but I kinda disagree with "there is no such thing as bad publicity". I definitely would not prefer bad publicity in a FUD level, on articles like "bitcoin has been hacked" or something along those lines. Sure it still helps people know about bitcoin's existence, but those kind of publicity would most probably push them away from actually reading about bitcoin and giving it a chance.