Feminine hygiene brand Moxie to put Facebook profile photos on its packaging
Moxie, the feminine hygiene brand known for its 1940s retro-esque design packaging, has launched a Facebook campaign asking its customers to send in their profile photos to form a collage on its tin packaging.
The campaign, developed in conjunction with Moxie’s social media agency Get Glossy, will see the “identi-tins” launched for its tampon range.
The premium positioned Mille & More-owned brand said it is asking its Facebook followers to take part in the initiative as part of its strategy to encourage greater customer involvement with the brand.
Up to 600 pictures will be accepted which will all feature on the Moxie tins.
Mia Klitsas, Moxie co-founder and director, said: “Social media has given us the opportunity to get closer to our customers, underlining our personality and relating to each customer on a one to one basis.”
The Moxie identi-tins will go on sale in supermarkets and other selected retailers from mid-August.
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Ummm . . . just because you can doesn’t mean you should.
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I agree… who would want their face on the side of a tampon tin? I use these (cos I like the tins) but won’t buy them if they have peoples faces all over them!
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i would!
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Now that’s discreet! Seriously, what genius came up with this? Completely bizarre. Are women really that tied to what tampon brand we use we want our face on the packaging? I didn’t think so. The tin idea was cute, but this is just not a good look. Aesthetically it looks like shit too, like one of those bad framed prints you get at two dollar shops with a larger image made of hundreds of smaller ones. DO NOT WANT.
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It’s nice that they want to get closer with their customers but seriously – do women really need their face on a tin of tampons? I’ll hold out for my 15 minutes of fame elsewhere thanks.
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I thought tampon packaging was all about hiding the fact that you’re ‘on’, I pity the packaging designer who gets that brief. Nothing will beat the beaver campaign!
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Hey Rattan, I would too! I think it’s a cool idea. But clicked through and the spots are all gone. Oh well. Looks like the people on their page really liked the idea, so I guess that’s what counts.
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I signed up last week!
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profile pic on tin doesn’t necessarily mean face on tin
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Ughhhh…definitely not going THERE.
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“The premium positioned Mille & More-owned brand said it is asking its Facebook followers to take part in the initiative as part of its strategy to encourage greater customer involvement with the brand.”
consider this: IT’S A TAMPON. you don’t really get much more “involvement” with your customer than a girl putting something in her privates.
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Destination WRONG TOWN!
If I wanted closer involvement with them I would dangle them by the string from my ears and wear them as earrings!!! Condoms perhaps…..that could work?
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Who you calling ****face?
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It may not be for everyone, but just had a look on their Facebook page, and the whole 600 spots went in under 48 hours. Not a bad response rate for a tampon company. And the feedback was overwhelmingly positive. *shrug* If the response was that peppy on the page, seems like an a-ok idea to me.
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Check this out: http://www.facebook.com/event......0917956244
The comments are crazy good! Moxie’s got to be pleased with that.
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I like that they are edgy and not afraid to take risks. I remember when they first launched they had those Do Not Disturb door hangers with cute “keep away from me” type messages.
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Proof is in the pudding so to speak – all the photo spots are gone. I don’t really like the idea but accept that that doesn’t mean it isn’t a good / interesting idea. Clearly for 600 of their customers they thought it was a good / interesting idea.
Arguably job done.
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Must be a bloody slack period in the flow of marketing ideas on their pads.
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Nice simple idea, and crucially it seemed to be popular with Moxie’s customers.
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I wonder how many were sent it by the actual people photographed – if I’d known about this I’d have definitely sent a few in of my friends as a joke.
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Steve, we each registered through a facebook event so you’d have to hack into someone else’s account, join the page and then RSVP the to event. Doesn’t look like this happened too much because I can’t see any guys on the attending list. Would be a great joke though!
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@Sarah,
Not really, you’d just have to change your display pic to your friend then RSVP.
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600 people were happy with the idea, but how many were put off… there isn’t a measure for that!
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A man must have come up with that.
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I like it, it’s novel, creates a point of difference and their customers liked it. A win on all counts.
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Love Moxie and love this.
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To love + hate above … definitely not condoms. Ansell tried it and it looks superbly stupid. Moxie’s packaging will look much the same. The 600 people with their faces on tampon packaging MAY show their friends so Moxie MAY get some extra brand awareness. But it will do nothing to sell more tampons because the packaging will still look stupid.
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