German smoothie company tries unrepentant sexism as a marketing strategy

Image via Adland

Adland recently made me aware of a marketing controversy in Germany. Apparently, this smoothie's packaging makes fun of its unappetizing design with the following:

"Limited No 6 - Black Edition. Have you ever helped an ugly female friend -- who's a really nice person on the inside -- get a date? That's how we are feeling with our smoothie here which might be the tastiest we have ever made but who doesn't get the love it deserves because of its looks. We saw no other solution but to turn off the lights so you can fully embrace its inner values."

A sexist joke is always good for some outrage earned media, and that's exactly what has happened, as well as the inevitable "have a sense of humour" defence.

Personally, I can't even work up outrage over this one. It is a cynical marketing move designed to rack up social mentions.

Brave? No, just tiresome.

The minimalist European McDonald's ads are getting creepy

Yes, I've seen those TBWA Paris ads that are an Art Director's wet dream. But this one from Heye Group, Munich, is more of a nightmare.

What is the message, really? That you should have fewer friends, so that you get to keep more fries? Just seeing those hands reach in like that kills my appetite anyway.

Via Creative Criminals

Does this Audi campaign actually encourage distracted driving?

At first sight, I thought this was a CSR campaign against distracted driving. But after reading the fine print ("Detects danger when you don't. Audi Pre Sense") it feels like the exact opposite.

In my work with the Traffic Injury Research Foundation (TIRF), one of the many things I've learned is that safety features can actually make people drive more carelessly. We did a whole campaign about it, called "Brain On Board," for the Toyota Foundation, because Toyota Canada feels the need to remind drivers not to let their advanced safety features make them less careful drivers.

This German Audi campaign, however, especially the "emails" one above, take the dangerous position that distracted driving is going to happen anyway, and that this new feature can save you from your own stupidity.

I have a message for the agency, "thjnk", in Hamburg, Germany: THINK!

Tip via Ads of The World

A German anti-beer ad? Now I've seen it all!

"It's not just you alcohol ruins" Via Ads of The World

This ad, credited to Jung von Matt, doesn't even make any sense. A bottle of beer makes other people angry at you? What?

Plus, I wonder why International Blue Cross (not the American insurance providers, but a group of "independent, non-denominational Christian organisations") would take such a zero-tolerance attitude towards something that most people use without problems.

Two more:

The most naked ad I've ever seen is refreshingly unperverted

According to the evolution of public lice, humans and our ancestors have been wearing some sort of clothing for up to 3.3 million years. But this mythological reimagining of the dawn of pants is a little less icky.

I didn't count them, but prepare yourself for a multitude of swinging penises. And twice as many bared breasts. (Although I suspect some of the women in the ad concealed their nether parts behind merkins.)



The short film, called "Studies On Hysteria", is sponsored content for Colorado Denim. It was a project by three German student directors, Matthias Bäuerle, Gabriel Borgetto, Bernd Faaß, from Filmakademie Baden-Württemberg.

It was shot at two open-air museums, which presented some logistical problems, according to this interview:

Since we were shooting with a naked cast, the managers of the museum didn’t want us to interfere with the school classes visiting on a daily basis. Hence, we could only shoot outside in the early morning and in the late afternoon when the museum was closed. However, due to a timing mistake, we were still shooting when the first grade school class passed by our set. I think they weren’t shocked too much, but the teachers wanted to call the cops… Fortunately they didn’t see us shooting the scene in the church.

The actors, apparently, are mostly real-life nudists who were recruited from online naturist communities. And I think that's why this thing ends up being entirely OK in my book. The nudity is equal, it's natural, and it's funny.

H/T Adrants

These heroin ads are not a PSAs

From Wikipedia:

In 1895, the German drug company Bayer marketed diacetylmorphine as an over-the-counter drug under the trademark name Heroin. The name was derived from the Greek word "Heros" because of its perceived "heroic" effects upon a user. It was developed chiefly as a morphine substitute for cough suppressants that did not have morphine's addictive side-effects. Morphine at the time was a popular recreational drug, and Bayer wished to find a similar but non-addictive substitute to market. However, contrary to Bayer's advertising as a "non-addictive morphine substitute," heroin would soon have one of the highest rates of dependence among its users.

Yes, that Bayer. The story of how Heroin was first marketed as a treatment for opium addiction is a popular one. But this is the first time I've seen an actual ad for it (via Retronaut).

There was soon also competition to the German drug, in this case from the Martin H. Smith Company of New York:

New York University at Buffalo's Addiction Research Unit writes:

Heroin was widely used not only as an analgesic but also as a remedy for asthma, coughs, and pneumonia. Mixing heroin with glycerin (and often adding sugar or spices) made the bitter-tasting opiate more palatable for oral consumption. 

 Candied heroin. What could possibly go wrong?

Cadbury introduces chocolates just for women (and German men)

Via The Guardian

Cadbury recently announced, in the UK, that they will be launching their first new chocolate bar of the 21st Century. But the marketing strategy is very old-fashioned. This chocolate bar is aimed specifically at women.

So, what makes a chocolate bar feminine? (And why didn't they call it "Crispella"?

The Daily Mail quotes a Cadbury spokesman:

"The mix of wafer and chocolate is a lighter way to eat chocolate and we know from experience that women are attracted to this particular format. 

It will also appeal to women because it is in three separate portions so they can consume a little at a time rather than in one go."

In other words, "we know that women love chocolate, but are afraid to be perceived as fat. So we'll use those body anxieties to sell them portion-controlled candy snacking."

It's hardly progressive. It's actually kind of insulting. But it is part of an emerging trend of sex-specific product marketing that reinforces stereotypes. Remember "Be." wine? Or Dr. Pepper 10? We actually seem to be getting more gender-typed in this millenium. That is, if we buy those products.

The marketing isn't the only thing backwards about the new Cadbury offering. They couldn't even come up with an new brand.

"Crispello" has been marketed before, but in mainland Europe. (By another Kraft brand, Milka.) And in this ad, it's aimed at men:



It also has a different filling. In the UK, it's chocolate. In Germany, custard.

If you live within its range, soon you won't be able to escape the gendered marketing blitz. Starting October 8, the sweets will be launched with a £7m marketing campaign in "women’s press", outdoor advertising and point of sale (POS), with the tagline "A little treat for you"

Aren't you lucky, toots?

Sex in booze marketing reaches its natural conclusion (nudity)

Censored for thumbnailing

This is difficult to take seriously:

The idea of founding our own spirit label was born in our time as barkeepers in a cocktail bar. 

Even in those days we only worked with the best spirits to achieve an optimal taste adventure. With age our experience and aspiration increased. However, we noticed quickly that it's not just the taste which makes you enjoy a drink fully. Good flavour is the basis, the conveying feeling, the highlight. Because of our great interest in the best spirits, we came across a Vodka, filtered above diamonds. A nice idea to convey the feeling. However, for us there is nothing more than the erotism of a beautiful woman. To create the perfect taste we let every single drop of our spirits run over the breasts of a special type of woman, a type we recognize in this liquor. This sensuality awakens the true character of our brands and gives them an identity, a soul, a spirit, a G-Spirit.

Click here to see the rather porny "trailer" video that introduces you to the models and their breasts.

From their Q&A:

Is it true that the whole content of the bottle run over the breasts of the model?

G-Spirits: Yes, indeed! It´s not just a marketing gag.   

I guess it depends on your definition of "gag." The company makes rum, whisky and vodka, all of which have run over a woman's bare chest.

The first G-Spirit collection is limited to 5000 bottles per variety, so 2500 liters run over the breasts of the model? 

G-Spirits: No, 2500 liters all at once are too much. We produce smaller quantities,  on demand we make new appointments with our models.

The German company doesn't seem to see any problem with the extreme sexual objectification or the odd fetishes involved in their product. Me, I don't even know where to start...

Tip via Illegal Advertising

In the Eurozone, even economic collapse is sexy

You've got to hand it to the Europeans. With economic crisis now a way of life, and unemployment and suicides on the rise, there's always time for sex in advertising.

This in part of Blush lingerie's "Invest in Love" campaign by Glow, Germany. Appropriate? Fashion has always been about fantasy. I guess the escapism of this campaign could distract some people from their woes. But it seems a little insensitive.

See the whole campaign at Ads of The World.

WWJD? He'd get branding advice from McCann!

When I was writing a post for Osocio this morning, about a campaign for Reporters Without Borders, I briefly visited the McCann, Germany, site to see if there was a version in original language. Instead, I was treated to a rather ballsy image show that portrayed the account team advising Jesus on his brand symbolism.

It's a very funny in-joke for admen, the client picking the entirely wrong approach, while the agency folk desperately try to steer him in the recommended direction. (To take it too literally, though, why would they even have shown him the square and the circles? And isn't he choosing the instrument of his death?)

Put this one down to European humour. Hopefully, offended Christians won't react as violently as some of their Muslim brethren have to recent religious ridicule.

The other image in the series features Fidel Castro and his iconic cigar:

Ironically, the Cuban leader stopped smoking them in the 1980s, due to health. And he actually enacted some pretty strong smoking bans in Cuba before his retirement. But I get what they're saying.

This is edgy stuff, and the over-the-top arrogance plays as a gag. But does it make good business sense for the global advertising brand? I guess we'll see.

Update: Adland's Åsk Wäppling informs me that this stunt is actually eight years old. I guess they still like it.

Bra ads on coffee cups make terrible pun

Reminds me of this:

Actually it's... it's quite, you know... typical behaviour when you have this kind of dysfunctional group dynamic. You know, this kind of co-dependent, emotionally stunted, sitting in your stupid coffee house with your stupid big cups which, I'm sorry, might as well have nipples on them, and you're all, like, "Oh, define me! Define me! Love me, I need love!" - Friends Episode 1.13 ("The One With The Boobies")

Well, there you go.

Ads by  glow, Germany, for Blush Lingerie. Via Ads of The World.

Milk so good, it will put babies off breasts? (Nudity)

This is an old ad, from the '90s. As a pro-breastfeeding dude, I actually like it. The humour is based on the assumption that of course the baby would prefer mom's milk. The nudity is gratuitous, but doesn't feel sexualized.

Even 18 years later, I can't see this ad ever running on public media in the United States. It cas created by Waechter & Waechter Worldwide, Germany.

Via adgoodness

Plumber's cleavage #FdAdFriday

According to BoingBoing, this crack photoshoot by Markus Mueller (for a campaign by scholz&friends Berlin) is for a trade union called "Das Handwerk".

Google translates the headline as "More attractive than you think"

**shudder**

Playboy's best ad in years isn't theirs

This is how it's done, Playboy. Not this, this, this, this, or this. You were once a classic (if outdated) brand that stood for sophisticated male sex-positivism. But your me-tooism with low rent ladmags has made your ads dumb.

This ad, by Interone, Germany, is sexually objectifying — sure. But it does it in such a calm, mature and glamorous manner, it evokes your pin-up glory days.

Via Ads of The World

McDonald's Germany is lovin' the Asian stereotypes

Seriously, McDonald's Germany? "Bubblezzaiii"?!? Is he supposed to be Chinese or Japanese? Or do you really care?



Wow. That was really awful.

Tip via Burger Business

"F*ck the Diet" - now THAT's a food slogan

Du Darfst is a German company that produces butter, cheese, sausages and other rather gluttonous foods. For their latest campaign, they have decided to create a movement, "Fuck the Diet", encouraging people to make nutritional contrariness part of their social identity.



In addition to the above video and links to a Facebook page the campaign site features advice from a nutritionist named Silke Kayadelen who says "I want to stay as I am!" It champions the approach of simple choices in food and exercise to enjoy life without getting fat. And it features recipes.

Yeah... I'm assuming this is aimed at women.

It may not be the most nutritionally sensible approach, but I sure do love the tagline.

Thanks to Tatjana Vukic for the tip!

Drap(eri)ed nudes

Remember when George wanted to drape himself in velvet?



Well, thanks to this German online curtain retailer, it looks like his dream could come true...

Those Europeans. They're so classy and shit when they use naked women in advertising.

Ads by  BBDO Proximity, Düsseldorf, Germany
Via Ads of The World

McDonald's Germany introduces Italian Stereotype Burger

Italians! They make big meals for their large and unruly families, they make domestic violence sexy, they play soccer and carve ham!



At least, that's how the Germans apparently see them. In this German ad for McDonald's new Italian-themed “Mamma Italia” burger, Italian stereotypes live life with a passion that is very hard on their dinnerware — which is why McDonald's has introduced Italian food you can eat with your hands.

I always though plate smashing was a Greek thing. But what do I know?

Mother Nature resists automotive sponsorship — with a vengeance

Mark sent me a sad story of PR gone horribly wrong.

In Germany, Mini Deutschland paid the Institute for Meteorology at the Free University in Berlin the standard €199 "Adopt-a-Vortex" fee to have in incoming cold front named "Cooper". The agency, Sassenbach, had said they wanted a wind- and weather-proof idea" to promote the soft top Mini Roadster. 

I assume this was supposed to be ironic. But the real (and very sad) irony began when Cooper started killing people:

Also note unfortunate Expedia headline.

BBC reports:

"In a statement, the carmaker said it could not influence exactly when names for weather fronts would be used, or what a weather system would do. 

It said it deeply regretted that the weather front had taken on 'catastrophic proportions' and claimed so many lives."

In other news, Mother Nature hates cars.

Berlin tries to out-sexy Paris

Surprisingly, there was no grim kinkiness involved. Just a barely-dressed lingerie model freezing her T&A off on the cold grey streets of the City of Lights.



Not particularly original, or even edgy by today's fashion ad standards. But I did like the soundtrack.