Piperlime: Bitchy or Brilliant?
- Posted By:
- Brandi Hensler
- Date:
- August 31st, 2010 /// Marketing Trends
Piperlime’s “Let’s Get Dressed” campaign is creating a lot of buzz. The campaign encourages women to get dressed up and say “no” to sweats & sneakers & such.
The buzz isn’t surrounding the print portion of the campaign so much as the social media. To be specific, some people are a bit salty about their Status Updates. Not like Piperlime didn’t see this coming, with posts such as, “Every time you wear sweatpants in public, a single guy leaves New York.” Is it worth potentially losing fans who consider this language “snotty?”
I vote yes. Personally, I applaud Piperlime for taking a risk, and Butler, Shine, Stern & Partners for selling in the campaign. It’s edgy and appropriate, and the audience they are targeting appreciates it. The potential for pissing off a few people is offset by the opportunity to gain brand advocacy among many others who identify with their position. Talk about searching out qualified candidates. They gained me, for one. As for the haters… I think this falls under the “no press is bad press” category. Touché, salesman.
Here’s the AdAge article and Piperlime’s FB page.
