Sex Marketing

Touch over the internet - Durex Fundawear

2013-05-21T21:26:00.001+02:00

It was predicted back in 1993 in the movie "Demolition Man" (where it was also predicted with a good 20 years of advance the political career of Schwarzenegger, btw), but finally humanity caught up with its own imagination

Future!

Durex is actively working on an app and (hardware) technology that synchronizes two cellphones ("his" and "hers") with each others underwear - a touch on the screen is transmitted in real time with a stimulus to the partner's lingerie, taking the "phone sex" concept to a whole new level!

The initiative is obviously supported by the expected behind the scenes video, basic advertising and everything we may need (a dedicated channel on youtube, a deep dive on the technology used, etc).

http://www.durexperiment.com.au

The buzz is here already (the news got full media coverage), but what's interesting is that this kind of app may not be relegated only to a pure show off or marketing stunt from Durex, it really has the potential to at least pick the curiosity of more than one potential customer: be it because is fun, or because...it works!

As a bonus feature, the "original" virtual sex moment in pop culture, starring Sylvester Stallone and Sandra Bullock...enjoy!

There's market for everything

2013-05-13T22:13:00.000+02:00

By looking at the images below, one may look for a punchline or ironic payoff...but there's nothing like this awaiting at the end of the post: these are plain and simple examples of advertising for men lingerie.

Until now, a men who enjoys to wear something like this was forced to wear women lingerie, but this incredible gap in the marketplace is finally filled...

...and the communication masterminds can start working on the most direct piece of advertising ever conceived, to satisfy even the last untouched market niche.

The "va va voom" button!

2013-05-03T19:29:00.001+02:00

The competitive environment of the automotive segment calls for extreme measures in terms of advertising: since it's not always possible to compete on a technical\quality level, the communication mostly revolves around sending an emotional message instead of a purely rational one

A nice example of this choice taken to the extreme is the following video for Renault Clio, where the subtlety of the "emotional" message is discarded in favour of a more explicit "va-va-voom" to demonstrate...well, basically nothing other than "va-va-voom", which can be translated to "generic emotional message"

Still, the complete absence of anything resembling rational value and the whole spectacle created for the AD (being it true or not) grants it a place on the blog

One last tidbit of info: As always in this pseudo-viral videos, the choice of the exact preview frame, is NEVER casual...

...as you can see by the second video, aimed to a different audience but a similar frame!

Sex mktg archives - sex where you don't expect to

2013-04-28T19:54:00.000+02:00

Why using a common billboard to show up your sexy-ladies-based-product, when the male body has plenty of surfaces to do the same?

German Crafts

Playboy

Sex Mktg Archives - Invisibile AD

2013-04-28T19:47:00.000+02:00

Lynx pursues brand awareness by...hiding his ADs in plain sight - it might seem a paradox, but as the video shows, a bunch of people looking at "nothing" can generat definitely more buzz than a couple of persons looking at a billboard!

Slap that ketchup...slap it

2012-12-01T17:28:00.000+01:00

In the reign of social media and digital marketing, the more "traditional" of the guerrilla marketing campaigns, the stickering, is slowly fading into obscurity...but every now and then a creative idea comes up to remind us of it's value

An erotic shop, specialized in fetish\sadomasochistic toys, conducted a guerrilla campaign in the nearby fast foods, restaurants and so on, to attach to ketchup bottles a very peculiar sticker

Everybody knows how to make a ketchup bottle work - you "slap" it from behind...this simple action takes a whole different meaning when you find the stickers above at your table: pure genius.

The sprite shower

2012-12-01T17:22:00.000+01:00

Not really a "sex marketing" article, but the sheer coolness of the initiative and the fact that is happening in a brazilian beach full of swimsuits, justify the presence of this video on this blog

The idea doesn't even need an explanation - it's "just" a giant Sprite shower in the form of a dispenser!

This is certainly not a marketing campaign for everybody's pockets, but for an already known brand as Sprite it's the perfect way to promote awareness!

Not that kind of show

2012-12-01T17:11:00.001+01:00

Intriguing piece of advertising used in the past months to promote the new season of "True Blood" - after a couple of seasons the show already had a clear positioning, something like "that series with the vampires having sex"...when the PRIME communication team looked for a way to express both concept (sex and vampires)...that's the result

Not very clever, but eye-catching!

Breast cancer awareness - more ADs

2012-05-20T21:46:00.000+02:00

Two examples of cool marketing initatives, meant to spread breast-cancer awareness: the first one fully develop in the virtual world of social-media, while the other is definitely more "tangible"!

Boob-stagram

An entire instagram channel (called "boobstagram") was launched last year with the noble intent of awareness: started in france, http://boobstagram.fr/ continues to increase its fanbase, submissions number and popularity...all thanks to a clever idea and the motto "we cannot become all doctors or surgeons. But we can all take part in prevention"

"Touch them to ensure they won't disappear"

The following installation, in Prague, consists of interactive panels, with an hidden secondary image (yes: breasts) that appears when touched by human hands - the campaign description explains that the panels were put in "male oriented areas", since the idea was to make the male audience more sensible to the theme...by reminding them that also men have an "active" role in prevention!

...and for more on the theme, click here and get another article with original campaign for breast cancer awareness already presented in sex-marketing

2012-04-07T14:15:00.003+02:00

Here's a cool campaign from the market's best, Durex - a dedicated website, with all the expected social media integration, for those who want to partecipate in an artistic contest...to design the new durex box

The aims of the iniative are many: engagement, trough an explicit call to action and the social media; making the brand positioning even "younger" than it currently is; a bit of buzz and awareness on the web (the famous 15 minutes of celebrity)

Participants and visitors as well are asked to vote, share and, potentially, win something concrete along with some recognition - in conclusion, a curious marketing mix made of social media, contests, merchandising that's sure to work...because, who wouldn't want to "see you design in bedrooms worldwide"?

Epic Axe commercial

2012-04-07T14:04:00.001+02:00

Another blog update, another stupid (but genius) Axe commercial - the setting, themes and payoff are almost the same as the other spots, but this one is particulary epic in its idiocy!

Just some guilty pleasure posters

2012-04-07T13:25:00.001+02:00

A short collection of funny posters - the first one is for the most revered brand in the industry, Playboy, which toys with a situation familiar to many men: quickly hiding what they're really doing

Marketing empathy: guaranteed

The next ones are visual ADs for a sexy shop (LoveStore) who lightheartedly proclaims "make sex not war", and explains the concept in a literal and clear way

Sex & Places

2012-02-26T18:59:00.004+01:00

The social media themselves can't be considered anymore as an unconventional communication channel, since they are basically the starting point of any respectable marketing campaign - still, is cool to see how the innovations within them are starting to be exploited, like the well recognized "places" function

In this case an HIV awareness campaign tries its best to be eyecatching with the places logo, by conveing at the same time a very direct message, sure to be caught by the new "social" generation

Jane Williams and 34 others were here

Bill Johnson and 19 others were here

Nut-cracker girl

2012-02-26T18:53:00.002+01:00

"A woman may go to the gym to get a fit ass - a good gym can help you to do so".

There are many, many ways to convey this simple message in a simple and efficent manner, but Orange Fitness chose the hard way...and went with this not-so-tasteful Ad instead

Geeks revenge, vintage style

2012-01-28T12:28:00.001+01:00

A vintage wannabe poster for an erotic fragrance (yes, people still believe this!) - the uninventinve "erox"

...an AD worth mentioning even if it fails in comparison with similar attempts to appeal to the nostalgics, like these ADs (already seen here on sex marketing).

Welcome to Megan Fox Island

2012-01-28T12:23:00.002+01:00

The title says it all - enjoy this crazy, already viral, brazilian video!

The only thing this video misses is the timing, since Megan Fox has fallen out of fandom radar since a couple of year....but that's probably the only reason why she agreed to take part in this masterpiece!

Be the lover of YOUR wife

2012-01-28T12:19:00.001+01:00

The (maybe too subtle) message of these ads is to spice things up in your sex life...otherwise you'll be cheating yourself, as these images literally represent

The message is used to promote, of course, a condom/sex toys brand: normally for these products the advertising is much more flashy and direct, but hopefully the "twin" concept of the images will be enough to catch the viewers' eye!

The auto-romeo app!

2012-01-14T17:58:00.003+01:00

Always sexist, but always fun...another Lynx campaign, this time detailing an iPhone/Android app which does the dirty job for you for what concerns keeping all the relationships started thanks to (you guessed it), the Lynx product advertised!

And so, the app bandwagon continue to attract interest for the sex-marketing creatives...let's see how this trend will continue in 2012

Impact campaigns for breast cancer awareness

2012-01-14T17:54:00.002+01:00

Two examples of communications used to promote breast cancer awareness in an original way - both are extremely visible, memorable, and make an impact

The half bra

This one's a bit of a shock terapy: among normal products in a mall's lingerie shop, the customers had a chance to find these half-bras, along with a tag reminding the importance of self-examination...by telling what might happen otherwise: while not many customers may had a direct look at this, the buzz potential in their own social circle is very high due to the direct experience

The topless poster

This installation was set up at the Mozambico fashion week, its aim was to make the guests go over the local sense of shame for this kind of issue with a funny initiative: breasts are hanging from a couple of holes and the participants have to guess if they're real or not...either way, they get a flier informing them that also breast cancer is real (along with some advice for, once again, self examination)

Exxxtreme bunjee jumping

2011-12-21T22:57:00.000+01:00

This photo talks by itself....certainly not an ambient/experience marketing possibile for any brand, but when it happens, it's definitely remembered (and talked about...and tried...and twitted...and so on)

It's curios how even on such a majestic and purely "offline" piece of communication, the small but fundamental Facebook logo still managed to appear!

Love Making profile - track your performance, social media style

2011-12-21T22:49:00.002+01:00

The following video is a brilliant recap of what in my opinion is the best sex-themed campaign of the year - the aim was to promote AIDS awareness and the importance of condoms among the young swedish.

The clever marketing mix used is perfectly in target: social media, smartphones, QR codes, iPhone apps and obviously, condoms!

Approx 50K condoms were donated in the streets of Stockolm: behind each and every one was a QR code linked to the official app of the campaign...an iPhone app was supposed to be launched before every "bed session"...so that both the intensity, duration and noise of the intercourse would be registered and translated in graphs!

The statistic are then shared, community style, results and behaviours can be compared and tracked, and there are even merchandising opportunities (t-shirts with your performance) - there's an incredible attention to the details in every aspect of the campaign, from the updated banners among city websites, up to the 10 sec headstart to wear the condom before the start of the measuring on the iPhone, even if it's so grand in scope.

And what about the results? Just wait for the end of the video...but expect a success

Things of interest: there's a leading brand for everything

2011-11-20T12:21:00.001+01:00

Sex marketing can very well mean sex-themed products: check out below the link for a brand of coloring products for the "lower" hairs of women...take a look at the (onomatopeic) "Glò glò"!

http://www.gloglo.it/

After seeing this, the first consideration to be made is that something like this was meant to be and exist, so this should not come as a surprise...even if personally I didn't realize it until now.

Still, is interesting to see how delicately a product like this can be positioned on the web, in this overly professional way which is probably the only way to publicize something like this to a larger audience - there's definitely a market going on and even this industry has to deal with all the marketing issues of the others, even if in it's own personal niche

Explicit (?) ADs for the malicious people

2011-11-20T12:10:00.003+01:00

Here's a couple of funny ADs meant to capture the attention of the viewer and making him ask "did I saw it for real?" - they're probably more on the bad taste side of the marketing spectrum, but that's probably how they were supposed to be positioned to gain some attention

The lollipop breast - definitely not a real AD, but a funny reinvention of the Chupa Chups brand!

"For adults"

A rare example of controversial advertising from Italy - what's the brand about? Milk, of course (the not-so-famous Zappalà, obviously looking for some buzz)

That's were men underwear come from

2011-11-20T12:05:00.001+01:00

Here's one very sexy (and long) commercial showing a dream factory, where men's underwear are created by happy women in lingerie

It's certainly an usual (but extremely eye-catching) way of positioning the brand as a well-manufactured, comfortable product: why showing a man comfortable with his underwear if you can ensure that all the work before was just for that purpouse?

The over-the-top sexism is lowered (...a bit) with the plot twist at the end, but it's still easy to see how this can be seen as controversial...and therefore, talked about MUCH

Living billboard - Man up!

2011-11-13T16:14:00.001+01:00

Another cool example of animated billboard - if a man is supposed to be A MAN, what better way to express this than showing the difference in chest hair?

Chill is actually a coffee brand, who spoofs the perfume-guy stereotipe with a billboard that shows a guy with and withour chest hair, with the payoff "MAN UP"

This kind of humorous and well realized animation, placed on an otherwise banal media stereotype is a guaranteed attention getter, but that's not all: by starting from a "safe" spot, this campaigns fully embraces the first principle of unconventional marketing, taking the customer by surprise when his defences ave been lowered by something familiar - kudos, Chill!