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Humour and Buzz

Using Humour to Neutralize Bad Social Media

TinyRhinoSquareI recently read a great little article in the local Metro Newspaper about the roasting of Canadian company, Lululemon, on the Jimmy Kimmel late night show.

Seems Jimmy Kimmel had some fun envisioning the “next generation” of even tighter yoga pants that Lululemon might consider offering:  spray on yoga pants.   The satirical ads the show created hilarious and kind of disgusting all at the same time, with “blurred” screen areas in the *strategic* views of the women wearing them, and the “pants” getting very strong reactions from those people around them, especially from those getting the rear view of a “down dog” pose!

I go to fitness classes myself, and see many many women wearing these pants – and I must say, the pants certainly do not leave much to the imagination.   Anyway, one might expect Lululemon to have remained silent, or perhaps defended its products.

The company found its humour and even one-upped Kimmel’s.  They created a fake product page with these “spray-on” pants “As Seen on Jimmy Kimmel” with ordering information — showing the product “SOLD OUT”.

Brilliant.  Lululemon proved them fun, accessible, and hip…instead of elite, snobby and rigid.

A couple years ago, I blogged about the funny media which swirled around when Danielle Smith of the Wild Rose Party accidentally ended up with her “Boobie Bus.” She got the bus re-painted.  I argued that she needed to roll with that humour then as well….keeping the bus, and perhaps attaching a “breast cancer” awareness ribbon along with it, donating a few cents per kilometre to the cause.   Maybe someday she’ll bring it back.  If she does, I boldly predict that she’ll win accolades and public approval for doing so.

My point?  When it comes to media, if you can’t beat it, join it.  Roll with it – and have a good laugh yourself.   It gives you personality in the most positive way.

Lululemon, way to go. (Now please, can you start promoting some less revealing yoga pants??)

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Jacqueline Drew
About the Author - Jacqueline Drew
Jacqueline M. Drew, BComm MBA is CEO of Tenato Strategy Inc., a Calgary-based marketing research and strategy firm. She loves to use her superpowers "to help the good guys win" and is also an energetic supermom, bandleader and songwriter.

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