The Mooncup Commercial Takes Viewers to a Special Place
Jordan Sowunmi — June 28, 2011 — Marketing
References: loveyourvagina & adweek
The latest Mooncup commercial takes the concept of self-love to a whole new level. Mooncup, a company that sells insertable and reusable, silicon menstrual cups, made waves last year when they began to solicit pet names for the vagina from the public.
When it was all set and done, Mooncup had gathered an impressive 14,000 nicknames for the vagina, from all over the world. This Mooncup commercial is a valiant attempt to use several of the names in an effort to promote a fearlessness and love of the vagina that many feminine hygiene commercials seem to avoid.
This Mooncup commercial was designed by UK-ad agency, St. Luke's, and is an effective and comedic take on a topic that is often considered taboo.
Implications - For a company that creates a product that may be considered taboo, there is no more effective way to market than through comedy. By investing in advertising that eschews conventional wisdom on the topic and attacks the taboo head-on by taking a comedic angle, the company shows that it doesn't take itself too serious and is willing to joke about something many people find humorous. Consumers will be attracted to the brand's dedication to irreverence and confidence in its marketing.
When it was all set and done, Mooncup had gathered an impressive 14,000 nicknames for the vagina, from all over the world. This Mooncup commercial is a valiant attempt to use several of the names in an effort to promote a fearlessness and love of the vagina that many feminine hygiene commercials seem to avoid.
This Mooncup commercial was designed by UK-ad agency, St. Luke's, and is an effective and comedic take on a topic that is often considered taboo.
Implications - For a company that creates a product that may be considered taboo, there is no more effective way to market than through comedy. By investing in advertising that eschews conventional wisdom on the topic and attacks the taboo head-on by taking a comedic angle, the company shows that it doesn't take itself too serious and is willing to joke about something many people find humorous. Consumers will be attracted to the brand's dedication to irreverence and confidence in its marketing.
Trend Themes
1. Vagina-positive Marketing - An emerging trend in the feminine hygiene industry where brands are taking a comedic and irreverent approach to challenge taboos and promote self-love.
2. Personalized Marketing - A trend in advertising where companies collect and use customer-generated content, such as pet names for body parts, to create more relatable and engaging campaigns.
3. Fearlessness in Advertising - A trend where brands are pushing boundaries and embracing controversial or taboo subjects in their marketing to stand out and connect with consumers.
Industry Implications
1. Feminine Hygiene - The feminine hygiene industry can seize the opportunity to adopt a more bold and humorous approach in their advertising to break stigmas and resonate with their target audience.
2. Advertising - The advertising industry can explore innovative strategies for creating personalized and unconventional campaigns that challenge societal norms and customer expectations.
3. Comedy - The comedy industry can collaborate with brands to create edgy and humorous commercials that address social taboos and spark conversations about sensitive topics.
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