Make the Logo Bigger points us to Dump Cupid, an Herbal Essences promotion that departs from middle-aged moaning women in favour of a younger set, just in time for Valentine’s Day.
The website features a depressing pole-dancing Cupid and, perhaps still more depressing, a series of supposedly user-generated hook-up stories that, despite carefully administered typos, ring false. We have trouble believing a woman who nearly drowned was saved by a lifeguard she later married. That’s way too Nicholas Sparks. Users can also send Dump Cupid e-cards to each other with a running “We don’t need him!” girl power theme. Uh … yeah. Can we bring back the moaning women?
Update: as of 2/16, over 1.1 million people have seen the campaign thus far. And we’re not surprised – across the Youtube and MySpace channels we’ve seen Cupid’s red face peering gamely out all over the place. Is this a testament to the efficacy of viral marketing, female distaste for Cupid or a sick sense of epicaricacy? We don’t know, maybe all 3 make the grade. Whether they convert into brand loyalty over the long-term is a fable for another day.
