This week I read on Mumbrella, that Streets, an Australian arm of Unilever had made a media buy for Golden Gaytime to coincide with Sydney Mardi Gras. Brilliant I thought at first, except rather than run new creative they ran old creative from the 1980s…
I have embedded the creative below.
Umm I am a PR guy, so perhaps in no position of authority to comment, but imagine if rather than a local media buy, Unilever had instead commissioned new creative that capitalised on the camp nature of the product’s name and the timeliness of Mardi Gras.
I suspect it would have been a viral hit, and perhaps positioned Golden Gaytime as cult gay product across the globe. Perhaps ‘THE’ icecream to buy when visiting Australia.
But maybe that approach would have been too much for Unilever?
If you are interested you can see photos from Mardi Gras on this quite creative photo display by SMH