Yesterday, I found one blog quite stimulating called “sex-tea viral marketing” by Teacup 2.0. His first comment shows that it is our human nature to be curious about sex; see how true this is:
“Once in any man’s life, he must have searched the word “porn” online; 9 out of 10 children, ages 11-16, had viewed pornography on the internet… men.”
We're surrounded by advertisements that desperately compete for our attention. Sex is a very powerful marketing tool especially in social media, effective in viral marketing. Using it appropriately and creatively could create massive word-of-mouth through online channel while misusing it could create a nightmare for that brand.
Research has shown that people attention is drawn to something with round shapes or things that are pointing out! See it yourself with Diesel! “Unfortunately we sell jeans” campaign
However, too much creativity could destroy the dream of men! Lynx Jet campaign was greatly successful but was later banned.
It is thus important to avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message.
Many big brands want to play safe (otherwise, could destroy brand image and any regulation related cost) while able to maintain creativity; A classic example by one of the most successful company – Heineken. "It's All About the Beer" campaign.
The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise to 13% in just one quarter.
So SEX always sell?
Sex sells, yes, but only when used "in good taste." As marketers we must think not only in getting customers' attention for the short term, but also in building a brand reputation that will yield long-term results.
Remember! A pair of long legs on a billboard is more likely to catch (and hold) a guy's attention than a puppy, regardless of how cute it may be )))
Interesting topic to talk about. Diesel's "Sex sells, unfortunately we sell jeans" campaign is still around in Melbourne. I saw the billboard in the city featuring a topless girl sitting on a topless guy. It sure does catch everyone's attention. But they have to be careful not to use this sexual exploitation campaign too long that the brand has strong connection with "sex" image..
ReplyDeleteSex sells...is like saying Fuck in comedy yeah it works alot of the time but overall its a pretty weak and not creative way to go about it...whats more it has a danger of eliminating and alienating potential buyers that are offended by a product...unless, it is very inline with the brand it should not be used.
ReplyDeleteUltimately, sex never die... doesn't mean i'm obsessed with it, but it's the truth :)
ReplyDeleteThere are many levels of which you can relate your brand with 'sex'... many well known clothing brand like gucci or louis vuitton also use some sexual appeal in their poster ads. Try google their image, at least 3-4 images with some sexual appeal came up, it's just to what extent they choose to use.
Some brands like lynx itself can go deeper into the context of sex because it's more men-related, but because it chose to combine with Jetstar, and so it was rejected...
So, yes.. I guess Sex sells, but to what extent is another story.
@ nata and Noam, yes.. to make a brand sexy, not sexual! otherwise, it could be a brand nightmare & to regain its image is very difficult.
ReplyDelete@ Tiew, I agree. I think the brand that matches with sex image is Lynx; after its alliance with JetStar, its new campaign is Lynx Lodge! pretty interesting, I will do some research and blog for you in the next one
cheers