Bless Your F*ing Cooch
Award: Graphite Pencil
Graphite Pencil / E-Commerce / Social / 2022
Award: Wood Pencil
Wood Pencil / PR / Reactive Response
TikToker Carly Joy blessed the internet with a tutorial on how to "bless your f**king cooch" with Eos shave cream. Her viral video opened up an unfiltered conversation about a taboo subject, and while most brands would shy away from her candid attitude, Eos wanted to celebrate it and keep the conversation going. A limited-edition line of Cooch Blessing Cream was launched, complete with verbatim instructions on how to achieve a "smooth-ass hooha".
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What did the judges have to say?
"An excellent example of community commerce and #tiktokmademe buy it - even more: #tiktokmademeproduceit. Great reaction from the brand on an organic push from TikTok creator."
Gosia Rzymska-Rakowska, Head of eCommerce, SEA, Publicis Groupe
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