The Perplexing Pimple Persiflage

The small stickers on her face were unexpected, but she was also wearing two different socks, crocs decorated with chunks of tiny things, while engulfed in a secret audio world thanks to her enormous headphones.

I’m finally at the age where youth perplexes me, so observing different looks and actions that are different from my generation are a new hobby. I saw the crocs accessories coming. The mismatched mid-calf high socks have been a growing trend for years. The headphone ear muffs also trendy, thank you Beats. But what’s with the face stickers?

Well, I found out and my head is still cocked in confusion. You make the call. Here’s the flip: camouflage has been outed. The newest acceptable way to deal with a pimple is to point to it. Make it known. Show it off. A rare strategy that mocks embarrassment and celebrates imperfection. Uncommon, to say the least. But hey, when you can’t fight ’em, join ’em.

What’s super interesting about this trend is it’s a repeat! Over 400 years ago, women fashionably wore small pieces of fabric on their faces to cover blemishes. Perhaps concealer had not yet been mastered. Or maybe pointing to imperfection is a viable human survival response to embarrassment.

We’ve seen this in practice before… the fat kid who makes fun of his large size… the amputee who uses his fake leg to freak people out… the politician who doubles down on denial of proven facts. When it comes to dealing with negative attention, the human response is fascinating. Some hide. Some seek the stage.

So when you see folks sporting colorful little stickers of stars, hearts, or moons on their faces, no need to stare. Now you know. Pimples are in.

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March Madness Message to Marketers

Kingsford Charcoal burns the NCAA with #PayEd Campaign

Meet Ed O’Bannon, a talented college athlete whose likeness was used in a NCAA-licensed video game without his consent or compensation. Reports claim there are thousands” of student athletes in the same situation. None too pleased, Ed and others filed an antitrust class action lawsuit against the NCAA, challenging the organization’s use of images of former student athletes for commercial purposes. While the group recently won a landmark case last August, the NCAA appealed and litigation continues.

In all this brouhaha, one clever charcoal company fired off a brilliant David + Goliath like marketing campaign, positioning a brave and popular underdog against the big bad NCAA behemoth.

This month Kingsford Charcoal bags tout a picture of Ed O’Bannon and the company’s familiar tagline, with a searing twist:

“Lights 25% faster, doesn’t burn athletes.”

At the hub of the Kingsford Charcoal campaign is notably the hashtag #PayEd, which when tweeted on March 19th paid Ed O’Bannon $1 each time it was used.

I can’t help but consider the brilliance of this campaign. Clearly Kingsford is burning NCAA bridges, but their choice to ride the “right a wrong” rocket on social media during a month of madness is a keen one. And with #PayEd going viral and the limit set at $25,000, the cost of the promotion, including the new printing on all the bags, must have been… darn appealing, to say the least. All in all, a pretty clear smoke signal showing us the red hot marketing trends of tomorrow.

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