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Brand bravery: Challenge taboos
June 15, 2021
Taboos are often seen in day to day and professional life as uncomfortable, wrong and embarrassing. But it’s more the stigma around the subject that is uncomfortable, rather than the subject itself. So, it’s not surprising some brands tend to play it safe because they don’t want to cause upset or offend the public – just in case they lose a customer. But having a well thought out game plan in tackling taboos can not only gain respect from your customers but also lead the way in inspiring other brands to be brave and thinking about embracing taboos themselves.
Leading advertising and marketing group, Ogilvy UK, decided to tackle the taboo of sex between older people head on with its recent campaign ‘Joy of Sex’, where it partnered with relationship charity Relate and British photographer Rankin to encourage people to talk about sex over the age of 65. As one of our clients, Pumpkin had the pleasure of helping Ogilvy deliver this ‘risky’ message to the public.
The campaign was a phenomenal success. That doesn’t mean everyone loved it – it sparked a mixed set of reactions – but it certainly created a space for people to talk about this supposedly awkward subject. People started to form their own opinions and voice them out loud in normal day-to-day settings, with family, friends and colleagues. Not only did the Ogilvy work start a conversation, it set an example of what it means for a brand to be brave.
For your brand to attempt to face taboos, here are a few suggested steps to take:
1. RESEARCH: Taboos are challenging subjects to face and cannot be taken lightly. Get it wrong and your brand could be seriously damaged, so before getting stuck in and planning your taboo campaign you need to do your research. Read up on the subject, keep your ears open and listen to what’s being spoken about in the media, gather data, set up focus groups, speak to friends, family and colleagues. Really build up a strong picture before creating a campaign so that you have all the knowledge and tools necessary.
2. CREATIVE: To make your brand stand out you need assets that will draw consumers in. With the potentially risky nature of taboos, you need to make sure you grab people’s attention straight away before throwing a hard-hitting subject at them. If your images are visually pleasing, more people will take notice, and get the conversation started.
3. AUTHENTICITY: With any brand campaign, the company is trying to create a connection with the consumer. What does it make them feel? Was it enough for them to buy your product or tell their friends about it? The same goes with taboos, you need to be authentic and relatable so the viewer feels they can connect on a more personal level – this can help ensure they approach and understand the taboo without judgement.
Ogilvy has stood out in creating a campaign to challenge taboos, showing that age does not limit your sexuality, happiness nor enjoyment of intimacy. Proving that when your brand is brave, it can be leading a conversation, establishing a dialogue and creating a ripple effect through the industry.
Ruth Ibbotson