Pride is about the party, not just practicing safe sex. 

There are an overwhelming numbers of brands that try to contribute to supporting Gay & Lesbian rights in the western world. Fundamentally and distinctly, they have looked at using brands that link directly to sexual safety (condom brands) and alcohol products (beers brands) as a way, but indirectly can discriminate as it is implicating the spread of diseases etc.
I took a product that has not not being washed continually in this rights movement – and that is toothpaste. Whether you are heterosexual or homosexual, the common theme lies in that people are always going to kiss each other, hence the need to stay fresh in the party seen.

Product Distortion Strategy & Event Marketing Campaign

Aquafresh promotes ‘staying fresh’ this Gay Pride season, forgets ‘staying safe’. 

We alter the colour combination of Aquafresh products from their two/three stripe toothpaste, to a rainbow (LGBT) stripe. And just like rhectoric surrounding gay culture, you will only be able to tell if the product is gay or not after you have opened it up.

What effect are we looking to create?

The first and foremost focus of this campaign is ‘change’. Moving away from the brands who have continually tried to focus selling products to the LGBT community to practise safe sex and so on. Using toothpaste is a a primal part of routine for everyones life, and aligning Aquafresh as the ‘stay fresh’ when you party, is a more respected way of attracting sales in the European market. It aligns similarly to how sports drink communicate staying hydrated, so can this brand communicate if you are going to be out partying, use a toothpaste that supports your culture without looking too desperate to be socially progressive.

The X-factor to this campaign? 

Not every person is gay, so not every Aqua Fresh product on the supermarket shelve needs to be either. Without using any social media or proper publicity release, you allow consumers to post their reaction to mysteriously finding their tooth paste to be gay. Firstly, pushes that the brand isn’t trying ‘too hard’ to get behind this culture for the sake of capitalising. But secondly, it creates an open metaphor of seeing toothpaste products from the outside that appear now, but on the inside are ‘gay’, much like the debate families have with having homosexual children come out about their sexuality. 

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