The theme of sex in the language of trade is always talking, but not always consistent with the positioning of the brand or the product. Depending on the degree of coherence the sexual theme with the brand, we can divide the cases into 3 categories. Sex can be
:
In the product,
obligation to be eligible for the issue of media brands in the world sex-related products in terms of a category of membership. Companies condoms or sex shops, they are obliged and happy to be, to ensure that this issue is always the cornerstone of their communication. Following two recent examples.
> Durex recruit 20,000 people in France are willing to test their condoms with the posters representing the typical ad formats fringe giant. The language is clearly allusive and ironic. "Pas de salaire, que du plaisir."
> The Erotika sex shop in Milan is promoting a sex machine: a car parked outside his shop window on which they are applied stickers depicting three women and three men in hard attitudes. "Toys you can not wait to use".
In positioning, please
Other brands have sex instead inherent in their position. Axe is significant to note that the payoff "Axe effect" continues to produce in abundance and speed campaigns using traditional media and not ironic. For example: towels, with effect trompe l 'oeil make it seem in good company, a billboard at the entrance of a tunnel is two legs, a sticker depicting a blind eye to light in front of the toilets in the bathrooms men.
Puro getting attention, to speak
Many times, however, the sexual theme is chosen only to catch the eye, while having no connection with the brand or product.
Here are some high-profile cases in which the issue was explicitly sexual.
> The English clothing brand Desigual promotes the opening of a new store by inviting people to get naked and to give them the clothes they can wear.
> Shai, brand clothing, is being promoted with a catalog sexy: 3 porn, she-he, she and her-he-he.
> In Copenhagen, the Danish Road Safety Council to enforce the speed limit, paying attention to road signs, has tried to solve the problem with the "Speed Bandits" has put the beautiful topless girls holding the sign of speed limit (see video attached).
> To make a comparison with a similar activity, but justified the use of the sexual theme by brand, Belgium Sloggi with campaign Smoggi " adopted to reduce pollution smog, has placed the girls in hand with the speed limit sign of wearing the outfits of the brand of underwear.
When the product or are in the position sex, there is good reason to take advantage, but not abuse it. The theme of sex can be an engine that feeds the mouth and makes viral campaigns, but if you use free of charge does not build anything for the brand and ends only with the food store trash campaigns.
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