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Wilkinson Garden Party: Preparing for Summer

 

Posted on March 13, 2009
C. Werle

 

The French branch of Wilkinson has come up with an unusual idea to promote its new razor Bikini Quatro for ladies, just in time for the upcoming bikini season.

As it’s not easy to communicate on this rather touchy subject the brand found a surefire way of getting attention and creating a positive brand image. They simply bet on their target’s sense of humor.

See for yourself:

The catchy tune is full of plays on words, but even if you don’t understand the lyrics, I’m sure you got the meaning of the metaphor. The ironic images really speak for themselves. The French singer Simone, known for her subversive songs, is popular with the young female target group.

So what have we got here to create a good buzz? An offbeat message, humor, the possibility to viralize the video by forwarding the link to your friends, a teasing element (the campaign website magardenparty.com will be launched next week)… that sounds good already. The only drawback is that the branding is practically non-existent. This is a real disadvantage because many people will probably not associate the brand with the song. Too much branding on the other hand can also be detrimental. Advertisers need to keep the golden mean, which evidently is not that easy.

Will this turn out to be Wilkinson’s next great viral success in France? Time will tell, but after the advergame Fight for Kisses (launched in 2007) the bar is set high.


Add This

Sources:
- Dailymotion
- Greg Pouy


 

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