Filed under: Attitude & Aptitude, Brand Suicide, Comment, Design, Health, Marketing, Marketing Fail, Positioning, Taboo Categories
So I was in a supermarket recently when I saw this.
While I am a huge advocate of cleanliness and healthiness and I absolutely appreciate the cleaning properties of vinegar – I’m not sure if this is something I’d find appealing when looking for a product that I’m going to use on my most sensitive regions.
OK, two things.
1. I appreciate I WOULDN’T be using it on my sensitive regions.
[Sorry for that image]
2. Like Listerine [until they came out with the orange flavour, which is still madness personified] I get that some products need to leave you with an ‘ugly tingling feeling’ so you emotionally feel you have been cleaned. So to speak.
But seriously, is vinegar the sort of thing you’d want to use on yourself?
Maybe it’s because I’m a bloke – and an English bloke – but the word vinegar conjures up images of chips and while I would love to eat a bag of them covered in Sarsons [not that overpriced, poncy stuff] I’m pretty sure I wouldn’t want my nether-regions to smell of them.
I wonder if that means this product isn’t available in the UK given vinegar’s strong association with dodgy food.
Actually I wonder if any normal person would spend this much time thinking about this subject?
Alright … maybe I’m a sad, weird freak but this product stopped me in my tracks, but that could also be because the naming is some of the weirdest I’ve ever seen in my life.
It starts off all nice and angelic with ‘Summers Eve’.
Oh that’s a nice name … it paints pictures of a beautiful evening sky, full of beautiful colours promising a bright tomorrow.
Then they throw in ‘Douche’.
OK, that kind of ruins the picture a bit because at best you think of someone you know who is a total idiot and at worst, you think of something a woman uses to clean her privates.
Then they double down with ‘Extra Cleaning Vinegar & Water’.
And with that, the beautiful evening sky has been replaced with the feeling of needles being jabbed where you never ever want them jabbed.
Seriously, that naming combination has to be the weirdest ever.
Surely they could have thought of other ways to talk about douche’s and vinegar given they’d come up with such an evocative product name.
But no. They didn’t which is why instead of Summers Eve, they should have called it Winter’s Worst and be done with it.
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