Kel Kelly

Hey, thanks for swinging by my blog.

Whether it's topical news, internet happenings, social media, public relations, marketing, start-ups, mobile shiz or whatever, I promise to wade through the bullshit and give you my unbuffered perspective.

You'll note I never take on a "corporate tone" — whether I'm chatting you up at a party or speaking to the CEO of a multi-billion dollar company, my voice never changes. I say what's on my mind and I'm often the champion of the underdog.

I'm a social media junkie and smoke Google Analytics in a crack pipe to get my day going. I hope my immersed insight and offbeat view make you laugh. More importantly, I hope you take a second and share your thoughts by posting a comment. If you have any ideas on how to make my blog better, shoot an email to kel@kelandpartners.com.

Peace out.

Social Media’s Outcast Brands

September 30, 2011 1:05 PM

I am a social media junkie. As my bio states, “I smoke Google Analytics in a crack pipe to get my day going.” Right after that, I eat a bowl of social media corn flakes and wash it down with social media Kool-Aid. I have often said that all brands should be leveraging social media. What I never really thought about was that some brands are probably social media outcasts because consumers would never want to have any public association with the brand. And for these brands, social media is bound to be an uphill battle.

This epiphany was triggered when I was listening to Howard Stern. Mangroomer was running radio spots on the Stern Show telling people to go “Like” their Facebook page to be entered into a contest. For those of you who aren’t familiar with Mangroomer, they are the folks who help men get rid of unwanted hair from their back, balls, nose and ears. (I just threw up in my mouth). My visceral reaction to the ad was, “Who would publicly want anyone to know they have a rug on their back and balls?” (Oops, just threw up again). Well apparently, the answer is guys who have a sense of humor. Although there isn’t a lot of engagement on the Facebook page, the men who did post often left funny comments. As an example:

“i use the mangroomer every friday before i hit the town! the mangroomer does leave my back a little scratched up for a few hours after, (i have very sensitive skin) i end up going home with a girl and she sees the scratches and thought i had been with another girl the night before!!! she was not pleased! i explained to her my friday ritual and she laughed and we continued!”

Mangroomer’s Facebook page only has 761 likes. I would imagine the brand would have hoped for more given they spent money on radio spots to promote the page. I think Mangroomer may be on the social media outcast list.

Mangroomer got me thinking about what other brands would probably be considered a social media outcast. Here are the first two that came to mind:

Vagisil: I’m not sure I would be comfortable sending a tweet to @vagisil that said something like:

@vagisil you guys rock. every time i get that cheesy discharge, vagisil clears it up quickly. #byebyfirecrotch

Interestingly enough, I found that the @vagisil Twitter handle is not owned by Vagisil and is being used to send out funny tweets about vaginas. As an example, a recent post was:

“Smell something funky? well yeah its ur VAGINA< come holla and get some cream to stop the itching before you scream!”

Vagisil has a Facebook page with 4,671 likes. The problem is that it’s in Spanish so I can’t tell if it’s real. Many of the comments are from men. Perhaps they are expressing their eternal gratitude for Vagisil’s help in taking care of the stanky issue their wife/girlfriend had been dealing with. What man wouldn’t worship that alter?

Viagra: It looks like Viagra is another social media outcast. I can’t say I’m surprised. I think you would have to search long and hard (no pun intended) to find a guy who would want to express his love for Viagra across his social media channels. Can you imagine the tweet:

@viagra Thank you for helping me be a man again. And for reminding me that bathtubs outside can be fun. #getitup

Or maybe Viagra, like many brands, could use its Twitter handle as a medium for fielding customer service issues:

@hornypete Thanks for letting us know you have had a hard on for 26 hours. We suggest you call 911. Thanks again for your brand loyalty.

I don’t think you need to be a branding savant to recognize that the Viagra Facebook page is probably not real given the profile picture they use.















Vagisil and Viagra were the first brands to pop in my mind as social media outcasts. What other brands would you put on the list?

 

Posted by Kel | in Uncategorized | 14 Comments »

14 Comments on “Social Media’s Outcast Brands”

  1. Michelle Says:

    I would add Tampax and Preparation H. Periods and Hemroids are two topics I would rather not discuss. Hysterical post just what the doctor ordered for me today. Thanks for the laugh.

  2. Frank Says:

    OMG, what a hilarious post Kel.

    As a proud member of the “manscaper club” (yes, I have no shame in saying that) if I was the head of marketing at mangroomer, I would have some fun with the brand and create a Facebook experience so irreverent and fun people couldn’t help but engaging to see what we would say next. Something like publishing diagrams on “how not to cut your franks and beans when shaving” or “trimming the perfect hedge” or “It taint no thing”. Ok, now I made all your readers throw up in their mouths, and this post will probably get taken down for violating the rules of engagement :)

    That said, as far as some other brands who would make the cut (sorry bad pun), here are some others:

    http://www.antimonkeybutt.com – The self described kings of relieving the friction of monkey butt and ass rash. Great visual, thank you Anti-Money Butt.

    http://www.freshballs.com – You guessed it…for that do fresh, no dry feeling of fresh balls. As the voice over on their site describes “your balls will smell so fresh and clean it will have her coming back for more.” Oh really? Will it now?

    http://www.summerseve.com – I don’t know about you, but the last thing I correlate to a summers eve is the smell of a dirty va-jay-jay. You HAVE TO go to their website, because their new campaign is a woman’s hand doing a hand puppet of, yes you guessed it, a vagina talking to me about how powerful her “special friend” is.

    Oh I can probably come up with a few others, but I will let other stimulate the conversation.

  3. Laura Says:

    I think most anything dealing with bodily functions wouldn’t have the best social media value. If its uncomfortable to speak about in person its probably uncomfortable online too…unless its as humor as you indicated. :) I’m sure IRS or Department of Social Services or something like that also wouldn’t have the greatest implications on social media platforms too.

  4. Frank Says:

    Let me make a correction, it should be “so fresh, so feeling of fresh balls”

  5. Kel Says:

    michelle, tampax and preparation h are great ones! happy to hear it made you laugh. wish i could hear your laugh — it always makes me smile. sending hugs to you and your family.

  6. Kel Says:

    laura, you probably summed it up best by using “bodily functions” as the guide. haha. very funny.

  7. Kel Says:

    frank, i cried tears laughing at your post! i also appreciate your honesty. as always, thanks for leaving a comment.

  8. Kel Says:

    looking for a good laugh? mangroomer tweeted the following link to me:

    http://www.youtube.com/watch?v=Vzn-WRiC4cU&feature=youtu.be&hd=1

  9. Pamme Says:

    This post brought tears to my eyes, due to all-out laughter (rather than fall allergies — what a nice change!). Always enjoyable. It’s a real treat to see a new post from you.

  10. Kel Says:

    pamme, thanks for the kind words. if i could only find more hours in the day, i would post more. not a day goes by when i don’t think of something funny to blog about. unfortunately, i blink and then the day goes by without a blog post being written. wah.

  11. ashley Says:

    i would add abreva to this list, although it looks like they have some solid fans here http://twitter.com/#!/abreva

    ;)

  12. Kel Says:

    ashley, abreva is a great addition! if it worked on my cold sores, i would profess my love publicly. sadly, i need a prescription…wait was that just a thought bubble or did i post in a comment. sorry for oversharing….

  13. Jennifer Says:

    Awesome post Kel…the one brand that I think has done a great job of addressing the not so pleasant nature of what their product represents is Kotex…the commercials they have been running mocking traditional tampon commercials had me rolling on the floor..I can’t tell you how many times I have forwarded to girlfriends who just need a laugh.

    http://www.youtube.com/watch?v=lpypeLL1dAs

  14. Kel Says:

    jennifer, that video is hilarious! hadn’t seen it. thanks for sharing. my reference to kotex was after my first child. the nurse handed me a kotex pad that was the size of an airline pillow and then proceeded to tell me to wear two. pretty sure i threw up in my mouth then too!

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