The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Single Region or Market / Consumer / Brand
Annual ID
OS23_CE011B
About the Work
TikToker Carly Joy blessed the internet with a tutorial on how to “bless your f*cking cooch” with eos shave cream. Her organic viral video opened up a raw, unfiltered conversation about a taboo subject that we happen to care deeply about. While most brands would shy away from her spicy candidness, we wanted to celebrate it and keep the conversation going. So, we teamed up to launch a limited-edition line of Cooch Blessing Cream, complete with verbatim instructions on how to achieve a “smooth-ass hooha.”
We designed a single-batch edition of the product and (after catching her attention), sent a package Carly’s way. She shared an unboxing video to her 150k-strong audience to the tune of millions of views. Carly’s videos were showered with adoration from fans practically begging to get their hands on the newly-minted Cooch Blessing Cream.
We converted this ultra-limited run into a proper product line and printed enough bottles to go around—and go around they sure did. Released through a series of influencer videos tackling hooha faux pas, the product line sold out immediately. Not only did the campaign garner over 700 million earned impressions, it moved product. A lot of it.
The campaign led to a 450X increase in website visits, sold 150,000 shave cream bottles in one week, skyrocketed the product from 300,000 up to 15,000 in Amazon product rankings, doubled the growth of eos’ entire shave cream category, and led to eos becoming the #1 shave brand for women and men at Target until selling out in stores across America. All because people wanted to bless their f*cking cooches. The campaign was honored as one of TikTok’s 14 top Culture Drivers, and most impressively, allowed us to say “cooch” in at least twelve client meetings.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Mischief @ No Fixed Address / Brooklyn
PR / Marketing Agency
CMM / New York
Client / Brand
eos
Production Company
Makeout
Media Distribution Company
Mekanism
Art Director
Tanner Thompson
Copywriter
Dana Buckhorn
Chief Creative Officer
Greg Hahn
Chief Marketing Officer
Soyoung Kang
Executive Creative Director
Bianca Guimaraes
Kevin Mulroy
account director
Tyler Harris
Business Manager
Leila Chee
Chief strategy Officer
Jeff McCrory
Director of PR
Erin Banting
Head of Development
Oliver McAteer
Head Of Production
Will Dempster
PR manager
Jessica Hoffeldt
President
Kerry McKibbin
Senior Brand Manager
Sierra Dennis
Senior Strategist
Jimmy George
Social Media Strategist
Caitlin George
VP Brand Marketing and Media
Carley Caldas
VP Public Relations and Corporate Communications
Laura Bierbaum
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