Poo-Pourri - Girls Don’t Poop
Trying to create a memorable ad campaign to promote a product that makes your toilet smell nice would be enough to bring any self-respecting creative out in a cold sweat. After all, it’s not a topic most of us are not even comfortable talking about, never mind watching.
Not so Poo-Pourri. The Marigolds are truly off in the toilet freshener’s hilarious new social video campaign, which is as straight-talking as its brand name suggests.
With more than 100 hours of video being uploaded to YouTube every 60 seconds, it can be hard to stand out in an already cluttered space. So it’s no surprise that advertisers are taking more and more risks to make themselves heard above the noise.
Of course, brands such as GoDaddy and Paddy Power have pushed the envelope for years. But, unburdened by the restraints around TV advertising, we have started to see some surprising bold newcomers getting in on the act over the last 12 months.
One of the most memorable came in October last year, when Bodyform uploaded an amazing video response to a man's Facebook tirade which was certainly a far cry from the usual blue dye brigade.
Of course, for smaller brands such as Poo-Pourri the rewards are the same, but the risks are lower.
Its latest campaign – Girls Don’t Poop - features a decidedly potty-mouth posh lady sitting on a lavatory more than happy to talk about her embarrassing bathroom odours.
The video’s cheeky delivery has certainly grabbed the attention of the web. In just over a week it has managed to attract almost 364,020 shares and 5.2 million views – which means 1 in 14 people who have seen the ad have shared it with their friends across the social web.
It’s not hard to see why. While shocking, it’s almost certain to have its target female market giggling – always a good sign for a brand hopeful of viral success.
But there’s more to this ad campaign than just toilet humour. Amid the rather candid commentary, it also manages to dump (no pun intended) a load of information our way about how the product works. And judging by the sheer numbers, people are more than happy to sit and listen.
Like HelloFlo and Dollar Shave Club before it, it’s a great example of how a small brand can make a big impact on the web.
And although some will find the lines distasteful, we have no doubt that Poo-Pourri will come out of it smelling of roses.