Ideas power marketing.
Today’s example: check out this terrific marketing idea for Brazil’s Olla Condoms.
Although marketing for profit, Olla, similar to the challenges faced by cause and health related communicators, probably needed to overcome difficulties reaching its target and generating action on a sensitive topic. The idea of receiving a Facebook invite from an unexpected and presumably unwanted child is jarring. It’s powerful. And, that’s the whole idea. Message to Mr. I Don’t Want to be a Father Today: use an Olla condom, problem solved.
So much for the good news. It seems that Olla may have violated Facebook policies by creating fake profiles. If that’s true, then Olla’s marketing went too far, and I don’t condone marketing that violates established regulations or is illegal. Still, the core idea is wonderful, and too bad they couldn’t have created an execution solution that was just as bold, yet regulation conforming. Next time.
Headline For Marketers
You want relevance, differentiation and growth? Get great ideas. Team up with the right people and resources who understand your objectives, and have the capability to help you create powerful ideas that bring your marketing and communications to life.
Harvey Chimoff is a hands-on marketing leader and business-wide collaborator who builds marketing capabilities in B2B/B2C organizations that drive customer success.