Singapore-based household products giant TOYOGO has a new campaign, and it challenges one of the oldest tricks known to the marketing world: sex. With the right talent/model/Photoshop artist, a bone-dry campaign can be spiced up to attract a significantly larger demographic. Yes, sex sells. But can it sell plastic cabinets?
Twitter was abuzz today with the discovery of TOYOGO’s online homepage and official app. In its autoplaying gallery of images welcoming web visitors, the Singaporean brand featured images of a female model in seemingly suggestive poses, draping herself over pieces of plastic goods.
Most would think that the marketing opportunities for a brand as sterile (read: boring) as TOYOGO would probably be few and far between, but with campaigns like these getting the green light, anything is possible..
(That “We Cater To All Your Needs” slogan isn’t helping.)
Is this really necessary? Will the presence of a shades-wearing, red-lipped woman increase my propensity to buy a flowerpot? Am I that easily persuaded when it comes to mass-produced home furnishings? Why am I such a pushover for non-biodegradable goods? Questions like these are just some of the many responses to this peculiar campaign.
Naturally, Singaporeans took to Twitter with their views:
This is an awful picture to use to advertise their product. pic.twitter.com/oTNPWnQsSm
— imdiscreet (@imdiscreet1) October 21, 2015
@heysayfey Well, maybe they had specific target markets in mind. Serial killer of hookers? — Alvin (@ilikefilm) October 21, 2015
Toyogo hire tiko for marketing department?
— Benedict Tan (@benjoeee) October 21, 2015
@frhn Haha I really hope it’s photoshopped cos it would be awkward to tell the model “u will wear bikini & sit inside a bucket. $20.” — Shahrul (@walashah) October 21, 2015
.@imdiscreet1 @jerricklim Too bad Alamak! nominations are closed for 2015. I suppose there’s always next year. https://t.co/wHzmUoCDPP
— AWARE Singapore (@awarenews) October 21, 2015
Don’t forget, as Toyogo says. Don’t say why me. Say TRY ME. ( https://t.co/Kpim1tJUnU ) pic.twitter.com/iPP4KnLfQD — Sarah Coldheart (@sarahcoldheart) October 21, 2015
Let us know what you think about this campaign in the comments below! Keep it PG, thank you.
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All images taken from TOYOGO’s site.
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