Is it sex or emotion that sells?

We have seen diverse brands using provocative and sexual imagery in advertisements for many years now that the concept of selling ‘sex’ has been scientifically proven to increase sales and spread virally. This is exactly what the health and well being company; Philips tried to achieve when advertising their ‘body groom barbershop’ event in Covent Garden this weekend.

 Philips- who base themselves on ‘fundamental customer insights’ endorsed model celebrity Kelly Brooks to shave men’s body hair, in the attempt to excite and generate dialogue between the male audiences. Of course, Kelly’s physical attractiveness did just this, especially when men were in for the chance to have a body shave by Kelly herself!

The brand’s competition and celebrity appearance built a huge fan base helping to create further brand awareness and instant credibility, but what is particularly impressive with Philips ‘Expressyourself’ campaign is the ability to enhance social networks. Men could only win a personal shave by the top leading model if they applied via Facebook, which long-term enables Philips to attract them to future products or services.

Although this campaign in a way ‘infects’ men who will then ‘infect others’ helps attract a wide audience to the event- but what about the market positioning?

It was Fathers day this weekend and I’m not so sure dads could really get the time to go and have a shave, or in turn attract mum’s or children, to purchase a Philips product from this?! 

Does sex sell on Father's day?

 Here is another 'sex' example from Boots advertising Durex play lubricant as a way to 'Make Dad's day'!

I think brands that targeted fathers day this weekend, and added value and personality to their brand, did much better in terms of sales and longevity. 

For example, the official sponsor of Olympic games- Procter & Gamble launched a “thank you mom” campaign for mother’s day which gained a high response rate and added value to mom’s everywhere, the success gave P&G the power to elicit strong feelings and emotions again this fathers day.

Subsidiary company, Gillette, launched a TV campaign during the England vs France Euro 2012 match.  <Click here>

  

The strong dialogue immerses dads, mums and children and creates a story that audiences can relate too.  Such interaction makes Gillette approachable and friendly, and gives consumers the illusion that they aren’t just purchasing a product they are purchasing an experience.

The campaign also went online with the Twitter hash tag '#HeresToDad and #ThanksToDad, as well as Facebook where users could win competition to get tickets to the Olympics.

I wonder who did better in sales?