“Essknete” is the first edible clay in the world! For our client we made a calendar with yummy girls made of Essknete to seduce buyers for the categories toys and food. The Title “Kaugirls” plays with “Cowgirls” and the
German “kau-” which means “to chew”.
Why do agencies continue to use sex to sell kids products? It looks like the “sex sells” concept is now exploring new alternate routes.
Could it be that advertisers were getting in trouble for brainwashing kids? Thus the solution was to tap into the minds of the child’s dirty-minded father (or mother, don’t want to get in trouble here).
OK so we have edible clay from Germany. Vier für Texas’ explains to the non-German, that “Kau” means “to chew.” This accordingly leads us to the kaugirl cowgirl. Should we opt for a child’s Toy Story-type clean-cut cowgirl? No, while we got our minds ticking- who says she can’t be a sexy pin-up cowgirl? The fact she is edible, makes it so much more erotic. Not to mention it makes the art director’s job a little more interesting.
I am entertained by the fact that each of these pin up characters were hand crafted. There were then positioned and photographed rather well) However i do suspect that this idea came only from a desire to play with clay.
Now we shouldn’t doubt this campaign too much, as it creates branding every month of the year. Maybe dad (and/or mum) may look beyond the sexy pin up girls and recognize the edible clay.
It could also be the way of the future for infant products, ie toy includes a complimentary gift for daddy. Every newborn bunny rabbit comes with a free copy of Playboy. Every Learn Your ABCs book- free College Girls Gone Wild DVD. Now that’s complimentary.
Advertising Agency: Vier für Texas, Frankfurt, Germany
Creative Director: Philipp Erlach
Art Directors: Sonja Weber, Frank Röhrig
Illustration: Elisabeth Esselborn
Photographer: Marc Wuchner
Released: December 2008