Unintended Consequences
A theme run amok can have the opposite of your intended effect. Be sure to test your idea against a variety of suspects and develop a sense of the difference between edgy and risque.
Sephora convinced a coffee barista to carry advertisments on their coffee cups for a nearby Sephora makeup store. The cups had a lipstick stain printed on the rim, leaving men with a queasy feeling about the cup and the coffee shop.
This idea was probably well received by the target audience (women) but some of the observers had a less supportive emotional reaction.
Paul Parton of The Brooklyn Brothers, would have suggested instead focusing on an empowering morning message: “You look absolutely gorgeous this morning.” or “Today is going to be a great hair day.”
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