This sh*t is an absolute blessing.
@killljoyy’s words, not ours. TikToker Carly Joy blessed the internet with a tutorial on how to “bless your f*cking cooch” with eos shave cream. Her organic viral video opened up a raw and unfiltered conversation about a taboo subject. While most brands would shy away from her spicy candidness, we wanted to celebrate it. So, we did what any professional, self-respecting company would do: team up with a 16-year-old to drop a custom line of Cooch Blessing Cream, complete with verbatim instructions on how to achieve a “smooth-ass hooha.” The line sold out immediately.
The campaign was named the world’s 12th best ad by Adweek, honored as one of TikTok’s 14 top Culture Drivers, and most importantly, allowed us to say the word “cooch” in at least twelve client meetings.
The Original
The Response
“The 12th Best Ad Of 2021”
“TikTok’s Top Culture Drivers”
Recognition
The Clios -1x Grand Clio, 1x Gold, 2x Bronze, 1x Shortlist
D&AD - Graphite Pencil, Wood Pencil
Effies - 4x Gold, 1x Bronze
Cannes - 1x Silver, 2x Bronze
AdAge Creativity Awards - Best ROI
The One Show - 1x Bronze, 6x Merits
AICP - 2x Winner in Social and Influencer
AdAge Best Ads in the World 2021 - #12
The Brave Brands Awards - 1 of 5 Honorees
The Webbys - 1x Nominee
The Andys - 2x Winner
The Reggies - 1x Super Reggie, 1x Gold
TikTok Top Culture Drivers - One of 14
Results
Doubled the growth of eos’ entire shave cream category
Sold 150,000 shave cream bottles in one week
Led to a 450X increase in website visits
Skyrocketed the product from 300,000 to 15,000 in Amazon product rankings
Led to eos becoming the #1 shave brand for women and men at Target until selling out in stores across America.
Press
Adweek’s Global Top 25 Ads of 2021, TikTok Culture Drivers, Business Insider, Fast Company, NewsWeek, Adweek 1, Adweek 2, Adweek 3, AdAge, The Drum 1, The Drum 2, Campaign, TrendHunter, Muse By Clio, DigiDay, Famous Campaigns, Wired Focus, 15 Minute News , Cyber News, Y Pulse, Beauty News, Glossy, CMO Moves, Teen Vogue, Variety, Happi, Flipboard, NewsBreak, etc.
CREDITS
Client: eos
Agency: Mischief USA
Role: Copywriter
Art Director: Tanner Thompson
ECDs: Bianca Guimaraes, Kevin Mulroy
CCO: Greg Hahn