Is there anything like ‘going too far’ when it comes to marketing? This is the question that a billboard in Nairobi that was designed to market Kleenit has evoked.
In less than 24 hours the suggestive billboard was pulled down over what was seen as indecency.
“What s**ks more than catching bae with beshte?!”…. “Kleenit s**ks the most!!” The billboard stated with a screaming artwork of a couple busted in bed in an act if sexual infidelity.
The billboard, which has since been pulled down, has raised varying opinions, with a majority of people terming it as off-balance and having gone too far.
“Should we blame ChatGPT and other generative AI or what? What happened to all the copywriters and admen/adwomen of yesteryear? We need new inspiration! Do modern copywriters have swipe files?” said Felista Wangari a media practitioner and the founder of 52 Weeks Savings Challenge.
She quoted previous adverts that have been widely effective without including sexual connotations.
I passed US visa interview in Nairobi but my passport was returned with pink slip
“The Equity “karibu member” campaign is memorable. Simple and effective. Daily Nation’s “The dog ate my homework, the cheque is in the mail” and other tall tales campaign was also good,” she said.
Here is what other marketing practitioners said on the billboard:
There is an art and science to the Brand Building and Marketing craft that we need to rebuild in our industry. There is also a strong need for us as Brand builders and marketers to be responsible and put out work that makes brands and the larger community better – as you articulated “better informed vs just entertained”…Be an active force for good in our communities because of the power of brands to shape perception, behaviour and culture. I am glad that this billboard was pulled down in less than 24hrs because in my opinion, this is irresponsible marketing. – Caroline Kendi
I have just seen this and I wonder who approved the artwork for the brand. I am here trying to understand how cheating in a relationship relates to cleaning. As much as sex sells that does not mean that it should be related to all products. I find this irresponsible marketing and immoral messaging and it does more harm to the brand than good. The big question to the team would be, what was the goal of this artwork? Back to the product, does it s**k dirt as written below? Well, they may have achieved engagement, but I am sure that is not the direction the marketing manager wanted their product to head. – Fleara Mtana
This billboard is the talk across nations and has given the brand publicity it does not deserve. If I was to rework the creative, I would replace the couple under the bedsheets with Kleenit Sponge cleaning off dirt… Otherwise, the whole marketing team and the agencies should be fired especially the guys trying to justify its relevance! – Ochieng’ Odumba