While these complainants appear to have failed the sense of humour test, I have proof that most people passed with flying colours. I refer to a real-world test of the nation’s sensibilities. My agency picked up the Lynx advertising baton when running a live marketing campaign in major Superdrug stores. There is no better place to sense test brand propositions than in the live environment – people tend to tell you in no uncertain terms what they really think of you.
Our campaign had great-looking girls in hotpants, with fellas invited to download “pocket pulling power” mobile applications and to take pics of the girls. Yet everyone reacted in a manner entirely in keeping with the tongue-in-cheek nature of the activity – in what is predominantly a female shopping environment.
The best indicator of the campaign’s acceptance was the unanimously positive reactions of store managers, people more sensitive than anyone about offending their customers. I don’t begrudge the boys their harmless bit of fun – thousands downloaded our Bluetooth brand messages – particularly when sales of Lynx Bullet ran at 10 times those of non-promotional stores!
Group account director