Overview:

Vodka Cruiser is the number one alcoholic beverage brand for females in Australia, and has long been a champion of female fun. With a massively engaged online audience, Vodka Cruiser went searching for cultural issues affecting females that it could use its platform to combat. The issue? Female masturbation stigma. 

Masturbation leads to better sleep, reduces stress, and promotes better self esteem. But our research revealed 57% of women felt ashamed masturbating, preventing 59% from partaking (vs only 30% of men). Women also sought to help normalise the topic, with 1-in-3 wanting more people to be talking openly about it. As a brand looking to find new, culturally relevant ways to engage with our highly active audience, this became our strategic opportunity. Remove the barrier surrounding female masturbation by talking about it very loudly - something that made sense for a brand that stands for female fun.

Presenting, The Solo Project. An initiative to inspire and empower women to ‘go solo’ and celebrate self-pleasure. Two songs, two music videos, carefully crafted to break into culture and not only have people talking more about female self pleasure, but sing about it too.

The campaign successfully got Australia talking and singing about female self pleasure. With 180 pieces of coverage (including 37% tier one coverage). This was 840% above target, with 97% key message inclusion - 8% above target, and 700 Million in PR reach - 13,900% above target. 

The two songs and music videos had over 3.9 million streams, including 1,494 spins across 36 radio stations around the country. Both songs debuted in the Top 10 national music chart, with ‘Seeing Stars’ taking out the #6 spot. Both continue to be performed on tour in front of tens of thousands of fans on national and international stages.

The brand saw a massive uptake with 18-29 y/o women as a result. We didn’t just stop decline amongst our key audience of young women, we grew it from 87% to 91%, maintaining the brand’s #1 position during the campaign.

Multi-media:

Includes music tracks, music videos, social campaign with Seoxologist Chantelle Otte , vinyls

Cultural context:

The Veronicas are Australia’s most famous female musical duo. They’ve been part of the fabric of Australian culture for over twenty years, and sit alongside other iconic Australian cultural royalty like ‘Crocodile Dundee’ and Chris Hemsworth. So ‘breaking them up’ was a massive deal and as expected made national and international news. Before this campaign they had never ventured into solo albums or separated in any way whatsoever.