Yes, this Kotex TV spot by Sydney ad agency The Brandshop drew hundreds of protests when it launched earlier this year promoting feminine products via a woman palling around with a beaver. Kotex now reports the ad was wildly successful, capturing 2% more share of the Australian $250 million tampon market in just a few months.
Other Australian advertisers are taking note. The Advanced Medical Institute has launched a new nasal inhalant solution for male erectile dysfunction with billboards subtly titled “Bonk Longer.” In a down economy, provocation gives sales a lift.
Sometimes creative works well by being indirect. We’re not sure why this off-topic ~2006 spot for Carlton Draught grabs attention while the Coldwell Banker spot in our prior post falls flat. Perhaps discordance in communication has to include humor to make an imprint; an image of throngs battling violently over beer strikes the funny bone while paintings of old men staring just seem boring. Perhaps beer advertising is so predictable that an unusual take wakes up the viewer.
Or perhaps Carlton nailed the demo target.
Back in 2001, Carlton Draught had only 3% of the Australian beer market. Last month it announced share was closing on 8%; Carlton attributes the growth to refocusing from blue-collar workers to a hipper, younger, larger demographic. Reading that approach into this creative, you can see the burly men and the operatic music work for both groups. Going far afield is a risk, but the Carlton spot nailed it.