A few weeks ago, two American mothers, whose teen daughters are suffering from cancer, asked Mattel to produce a bald Barbie to allow their children to identify better with their favourite doll. They have collected over 150,000 “likes”on their Facebook page since they launched their online campaign.
Why it matters
Should brands recognize the therapeutic value some of its products may have and cater for niche audiences requesting a change?
To promote its new condom range “Performax Intense Mutual Climax” helping couples to get in sync, the brand Durex launched a new advert showing vinyl records and turntables representing men and women. Each turntable plays a song and when the two songs are synchronized, the viewer discovers the famous Marvin Gaye’s classic hit “Let’s get it on”. The brand developed a Facebook app where a team of players has to slow down or speed up songs to be in sync.
A 22-year-old South African developed a gel said to kill 99.9% of bacteria and can be applied directly on the skin as if it were a regular moisturizer. DryBath is the world’s first shower gel that doesn’t require water. For every sachet purchased by its corporate clients, DryBath will offer a free or subsidised sachet to its global charity partners.