Be funny. Be direct. Be crass. Be gross. But wait, there’s more. Be relevant. Be multifaceted. The formula for marketing to youth is right there, exemplified in a series of ads and interactions by The Jupiter Drawing Room (Johannesburg) for Benzac AC5, a treatment for a universal teenage scourge: zits.
Accompanied by local music, Desmond and the Tutus broke out into five pimple-inspired bands, from “Desmond and the Pimple Factory: Live and in your face” to a Mexican mariachi band, “Desmond and Los Flaming Face: Bursting out with even more cheese.”
Point-of-sale posters drive young sufferers to www.stopzits.co.za, or Benzac’s Facebook page, where they can download the Benzac Zit Zapper app on to any mobile platform. There they can play a Facebook game. There’s also a behindthe-scenes photo shoot, where Desmond and the Squiza Sisters can be seen in full drag, sharing how tough life has been since they “exploded all over the scene”. Punsters beware.
More behind-the-scenes videos and full-length tracks are being released virally, and on radio callers receive large cash prizes for sharing their zit horror stories.
Says Galderma’s global head of marketing, Larry Potgieter: “This is the best piece of pharmaceutical communication I have seen. It’s fresh and engaging, and avoids the clinical cliché of this kind of advertising.”
Dischem and Clicks stores like it so much they’ve given Benzac free shelf space.