Snip it for her.
Victoria’s Secret
the brand
Victoria’s Secret is the place that comes to mind when you think about getting your first real girl bra.
An icon and a mall staple through the 2000’s and early 2010’s. Known for their lingerie, but most importantly in culture during that time…
The Victoria’s Secret Fashion Show.
They were selling the fantasy that we could look like them…
But that was never true, and as we grew culturally, we started to see the not so pretty side.
Victoria’s Secret’s had their final fashion show in 2018.
It was cancelled due to a lack of diversity and
it was seen as sexist and outdated.
But at Victoria’s Secret, we have made strides to once again champion all women. So we are looking to regain the trust of our existing customers and continue to put women first. We even brought back our famous Fashion Show in 2024!
Looking to the future:
At Victoria’s Secret we stand with women.
So we want to take on a new initiative that can help
women culturally and in their daily lives.
the ask
business challenge
Repair Victoria’s Secret’s reputation by launching fresh/new brand initiative.
marketing objective
Make Victoria’s Secret the top-of-mind brand when people think of women’s empowerment.
the context
Historically the burden of contraception has been solely placed on women.
and birth control SUCKS!
Girls are being put on hormone disruptors that alter their body from the inside out,
as young as 13 years old.
And if they want to continue some form of birth control, women either have to…
Endure painful medical procedures for physical birth control.
Flood their systems full of long term, body-altering hormones.
Why have we convinced ourselves as a society that women and girls are just
supposed to suffer through all this… just so some dude doesn’t have to slip on a rubber???
But there is another option!
(and we have known about it for a while.)
VASECTOMIES.
but this isn’t your grandpa’s vasectomy.
Vasectomies have come so far!
They only take around 20 mins, and are a minor surgical procedure.
They are 99.95% effective. (that’s pretty damn good)
You can have bigger orgasms after getting one.
By having a vasectomy, you free yourself from the anxiety surrounding possible accidental pregnancy, meaning you can pump without a care in the world.
Consumer Feelings ~ Reasons to Believe
“I am worried my sex drive may go down”
~
Vasectomies have no affect on your testosterone levels.
“It might hurt, or cause me lasting pain down there”
~
When you get snipped, they use a local anesthesia, and patients report only slight discomfort for the few days following.
“Having a vasectomy is not masculine”
~
Women are more turned on by someone who cares about their partner than their manliness.
But what does this do for me getting the vasectomy???
Getting a vasectomy takes away your anxiety around getting someone pregnant, which allows you to be more free and in-the-moment during sexy time!
& on top of that! (and more importantly)
You’re making your partner feel more comfortable
by taking the burden of contraception off them.
and this all leads to hotter, more intimate sex because…
Peace of mind is
the ultimate aphrodisiac.
the approach
Instead of positioning stereotypically beautiful models as the object of the males desire to get him to buy these product for her…
We are going to use sexy, engaging shots of women that feel like a personally directed message at the man reading it. All centered around the surface level messaging of “vasectomies are hot”.
We are demystifying the vassectomy and giving men real, realatable reasons to want to get one.
Because in doing it for her, you are actually doing it for yourself.
So we are going to…
Get men, ages 18-45, who think vasectomies are all about the woman,
to consider getting a vasectomy
by showing these men how a vasectomy can improve their sex life
(and achieve it by using the male gaze against them.)
We are going to get through to these men by intentionally crossing their brain’s
logical-thinking and sexual impulses with our executions.
Victoria’s Secret is inviting men to stare,
so their eyes don’t just glaze over the message that…
Real men get vasectomies.
Snip it for her. Because peace of mind is the ultimate turn on.
The Creative
Copy: