Once again, organic baby food Plum Organics, proves it is not shy about pushing the envelope when it comes to lifestyle marketing activation — their latest TV spot actually encourages parents to have more sex! And right before Valentine’s Day nonetheless.
While it may seem to have been created for shock value, this spot is actually supported by real facts of life: a new parent’s emotional need to balance life, guilt and happiness. The Do Your Part(ner) campaign was developed based on real insights from real people in Plum’s Unfiltered Look at Sex, Parenting and Relationships survey, not just a desire to be bold:
- 70% of millennial parents feel guilty when they’re away from their child for a night out with their partner
- Nearly 70% of parents with significant others talk about their kids the majority of the time they’re alone together
- Over 1/3 of parents say the thing they do most in their bed besides sleeping is catching up on news or social media
- 39% of millennial parents think their partner voluntarily cleaning up the house is more of a turn on than foreplay
According to a press release, Ben Mand, SVP of brand marketing and innovation at Plum Organics said: “We’re a challenger brand, so pushing the envelope is nothing new for us. From our marketing to our product innovation, we’re constantly redefining what’s seen as ‘typical’ or ‘safe’ for our category, and we’re definitely not afraid to ruffle a few feathers here and there. That said, we’re also a team of parents who have experienced all the ups and downs of parenting firsthand, and we’re not just doing this for shock value.”
Sassy and smart. We at GW Hoffman Marketing love that.
The TV campaign is also supported by DoYourPartner.com, which is full of fun, educational and interactive tools to help parents find that special “alone time” with each other. Who knew?
So kudos to Plum Organics for playing the “we give you permission to be happy” card in such a fun, creative way. Parenting is hard, marriage is hard, heck life is hard, but with a little levity and reality-check thrown in, it can work. For Plum, too we hope.
Sources: http://www.adweek.com/brand-marketing/plum-organics-wants-you-to-have-more-sex-to-be-happier-have-more-kids-and-buy-more-baby-food/
http://www.bandt.com.au/advertising/plum-organics-do-your-partner-campaign
