Help I'm Horny, a Condom Brand to people looking for great sex:
Classification: Creativity: 4,2; Call to action: 4,7; Empathy for the Brand: 4,5 Total: 4,5
Help Remedies released a new product campaign, Help I'm Horny, I love this campaign, it has everything you learn in a branding book chapter "how to build a cult brand". Help Remedies have achieved this, if I'm not mistaken, by creating the first premium condom brand.
Help Remedies accomplish that by involving the consumer in a classic atmosphere, using erotic post-renascence as their theme for the website. I give congrats to them for not using the sex "bait" in a vulgar way, as most advertisers use. With this strategy they moved away from associations like a condom to be used to have sex in a cheap hotel, and they do it, without passing a snob image.
Other smart move by Help Remedies is the exclusivity emotion they pass, this is a crucial step in order to built a brand clan. If you want to enter this clan, you have to prove that you are worth it, and which men says no to a challenge about his sex abilities.
In sum this is a well enticing branding campaign using the apple sexiness move, but for condoms.
An Excerpt from the creativity-online article:
Are you a sexpert, well versed in the art of bedroom (and other-room) moves? Then Help Remedies might just consider you cool enough to use its latest product, "Help, I'm Horny." The design-minded OTC pharmaceuticals company has a new product in the prophylactic category, a package of two lubricated thin, natural latex condoms that promise to be as inconspicuous as possible.Like the girl you wanted but never could manage to get, "Help, I'm Horny" is picky -- the brand will retail the product only at "fine hotels," including select W Hotels, where, evidently, sex is bound to be wonderful. The product is placed in the mini-bar inside guests' rooms. Richard Fine, co-founder at Help, said that "the context in which you discover a product is extremely important," which was why they decided to go the hotel-distribution route for the new line, which he terms "more special," than a headache remedy. Other Help Remedies products are generally available in pharmacies. Nathan Frank, the company's co-founder and CD, in a statement said "We're not interested in making condoms for pedestrian, uninspired sex."The other place you can get your hands on the product is on the site, HelpImHorny.com, where interested customers can apply for approval by divulging their fantasies, commenting on past experiences, and reviewing erotic artworks. Individuals that pass the "rigorous" test will be given a link to purchase "Help, I'm Horny" online. And yes, it is actually a rigorous approval process, according to Fine. Three people are going to be charged with reviewing the application. "We will award the product to those who have sexually inventive and impressive resumes," said Fine. (via creativity online)
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