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MOVEMENTS | purpose | augmented Most contagious 2013

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MOVEMENTS | purpose | augmented media | stories | context / targeting | service design | technology | ad break | retail | crowdsourcing | connected experiences | design | behaviour change | sbpf

Marmite

HelloFlo

End Marmite Neglect

The Camp Gyno

In a smart evolution of its ‘Love it or Hate it’
positioning, Unilever brand Marmite launched
a nationwide campaign (Contagious 37) to stop
people ‘neglecting’ the famous spread. The ad
featured a Marmite rescue team calling on
houses where they suspected people may be
mistreating the product. A poignant voiceover
provided by former BBC newsreader Michael
Buerk ended the ad by saying, ‘Love it or hate
it, just don’t forget it.’
The campaign, by adam&eveDDB, London,
was based on a survey conducted by the brand,
which found one in ten Brits admitting they
had not opened their jar of Marmite for more
than three months. The ad divided audience
opinion across the country. For some, it was a
witty take on the stereotypical charity ads that
show distressed pets being saved from their
owners. Others saw it as a little too mocking of
the vital work that charities do to tackle animal
cruelty – so much so that the Advertising
Standards Authority received 278 complaints
about the campaign.
From Marmite’s perspective, the controversy
further supported the brand’s long-term ‘love
or hate’ positioning. To appease any upset
viewers, Marmite donated £18,000 ($28,000) to
animal charity the RSPCA.

If the word ‘vagina’ offends you, you should
probably stop reading now.
HelloFlo is a subscription service based in
Brooklyn, New York, sends monthly packages
of sanitary products and time-of-the-month
treats to your door. HelloFlo needed a way to
stand out in the category, and found it in The
Camp Gyno. The cheeky YouTube ad clocked
up nearly four million views in just five days
and has been described as a ‘game-changer’,
‘courageous’ and ‘an amazing breakthrough in
tampon advertising’.
The viral stars a precocious tween who gets
her first period at summer camp, appoints
herself ‘Camp Gyno’ and proceeds to educate
her peers about the bloody passage to womanhood. Our tween’s reign as Camp Gyno is
finally foiled when her friends realise they can
get their monthly supplies via a delivery service
rather than a tyrannical 12-year-old. HelloFlo:
‘It’s like Santa for your vagina.’
More celebration, more humour and more
vaginas: that’s definitely what sanitary product
advertising needs.

www.endmarmiteneglect.com

53 | most contagious 2013



www.helloflo.com

Publicada em: Negócios, Tecnologia
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