Advertising for Peanuts recently highlighted a bit of German guerilla marketing aimed at promotingÂ Braun’s Silk-Epil hair removal product.Â The righthand side of the image shows a Braun model walking around a shopping mall with (Braun-branded) helium balloons hoisting her skirt above her head, revealing her Braun-smooth legs that are simply, “too pretty to hide.”
At face value, this isn’t much different from earlier examples of vaguely scandalous publicity stunts.Â For example, back in 2005Â Kodak employed models to flash their logo-printed panties at a European trade show (as depicted on the lefthand side of the picture) — a tactic known asÂ ass-vertising.Â I haven’t seen any reports about the effectiveness of this particular program but, at the time, it certainly madeÂ marketing bloggers scratch their heads.
Both stunts no doubt caught people’s attention.Â But where the Kodak stunt couldn’t have been more off-brand (What message were they trying to send? “Kiss our asses”?Â “Our products are crap?”) the Braun “too pretty to hide” promotion actually does seem to be right on-message.Â More importantly, Braun saw a 25% increase in store traffic on that particular day.
It just goes to show you, something that is ridiculous and potentially damaging for one brand might turn out to be a flash of inspiration for another.Â The difference between the two lies in brand-relevance.