Monday, April 12, 2010
Mascara Brand Capitalizes on Ricky Martin's Coming Out
Yardley cosmetics brilliantly used Ricky Martin's recent coming out episode in an ad for their tear-proof mascara. According to a press release, the ad was "an immediate response to the high level of local and international coverage given to this piece of showbiz news last week. We wanted to offer young female fans a quirky, tongue in cheek solution to the announcement in a ‘tear proof’ mascara." The ad was done by a South African agency called Bester Burke Slingers. I give them an A for moving so quickly. US agencies should be reacting this quickly to news and current events to ensure their brands stay relevant in today's era of instantaneous communication.