Herbal Essences Goes Teeny Bopper

herbalessencescupid.jpg

Make the Logo Bigger points us to Dump Cupid, an Herbal Essences promotion that departs from middle-aged moaning women in favour of a younger set, just in time for Valentine's Day.

The website features a depressing pole-dancing Cupid and, perhaps still more depressing, a series of supposedly user-generated hook-up stories that, despite carefully administered typos, ring false. We have trouble believing a woman who nearly drowned was saved by a lifeguard she later married. That's way too Nicholas Sparks. Users can also send Dump Cupid e-cards to each other with a running "We don't need him!" girl power theme. Uh ... yeah. Can we bring back the moaning women?

Update: as of 2/16, over 1.1 million people have seen the campaign thus far. And we're not surprised - across the Youtube and MySpace channels we've seen Cupid's red face peering gamely out all over the place. Is this a testament to the efficacy of viral marketing, female distaste for Cupid or a sick sense of epicaricacy? We don't know, maybe all 3 make the grade. Whether they convert into brand loyalty over the long-term is a fable for another day.

by Angela Natividad    Feb- 6-07   Click to Comment   
Topic: Best, Campaigns, Online   

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Comments



Comments

I noticed this in NYC on unbranded guerilla posters a couple of weeks ago. Note to advertisers - if you are going to to outdoor teaser posters that just use a URL and no brand, make sure you create a website that's actually accessible from handheld devices like blackberries and treos for people who might want to look it up while they are still outdoors. All-flash sites combined with outdoor urls is very poor planning.

Posted by: Steve Coulson on February 6, 2007 2:01 PM





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