Men, I’m going to let you in on a little known secret: most women are wearing the wrong size bra.Women, I’m going to let you in on a little known secret as well: most women are wearing the wrong size bra.
Zafu.com is a company actually providing a solution to this problem. But is their advertising helping or hurting them?
This ad on YouTube has gotten mixed reactions. Some women find it funny, some find it offensive.
(In case you want to see the comments on the YouTube page.)
What do you think? Let me know in the comments. In the meantime, here are some of the pros and cons from my perspective…
- The “spokesman” for Zafu.com is a geeky, kind of creepy, young guy in a lab coat, making weird boob gestures with his hands. It’s a powerful image — one of the reasons why the spot is so funny — but is this really the first mental image they want associated with their brand?
- As the Heath brothers point out in their book Made to Stick, some companies suffer from “The Curse of Knowledge.” In other words, we’re all so familiar with the benefits of our own brand, it’s easy to forget others don’t share this knowledge. Zafu.com has this whole “scientific” set of questions they ask in order to guide women into the right size bra. But, as someone whose never heard of Zafu.com, I didn’t know that. The only information this video gives is the tag-line at the end (“The perfect bra in 3 minutes”). And saying “It works better online” isn’t entirely clear. Are they saying that having a creepy guy feeling you up works better online? For the person unfamiliar with Zafu.com, the whole scientific tie-in falls flat, so to say.
- They could very well be offending the same new customers they’re trying to attract.
- I can’t speak for everyone, but I thought it was funny. It got my attention. I love the unexpected twist of the woman karate kicking the guy’s head off. The use of humor definitely gives it a “viral” aspect.
- For customers already familiar with Zafu.com, it makes sense. They already know and understand the scientific fitting tie-in. Once armed with that information, the spot makes more sense and, in my opinion, is less offensive.
This video was brought to my attention by Bryan Eisenberg, whose wife is a big fan of Zafu.com. This is the email they sent her (click thumbnail to view), introducing her to the video.
As I said, I think the video is much less offensive for existing customers. But the whole point of creating a video that will go viral is that new, potential customers will see it.
Suggestion for improvement…
Do a better job of explaining the scientific fitting and how that is actually the brand’s Unique Value Proposition. “The perfect bra in 3 minutes” is a nice final tag-line, but inserting information earlier that better explains the fitting process to women unfamiliar with Zafu.com would help tremendously.
What was your reaction to the video?