"The nearly 6-foot-long swabs, called Quge-tips, feature in a parody of TV infomercials where a fictional spokesperson, Bruce Neptune, shows off a variety of applications, from dusting off heaps of pollen to cleaning up a crime scene. Quge-tips are available at a website for $35 a piece while supplies last. Q-tips has enlisted the help of other brands, including Doritos and Goodyear, and content creators to get the word out on social media."
"The over 100-year-old Q-tips brand is embracing a "go big or go home" attitude with Quge-tips, part of a revamped marketing strategy developed with AORs 3Headed Monster and Jackson Spalding. As with many legacy packaged goods marketers, Q-tips is shifting more of its focus to digital and social media while enacting stunts that could spark online discussion for their sheer ridiculousness."
""Our customers use Q-tips swabs in many different ways throughout their days - from beauty routines to home repairs - and many have even asked for bigger, longer, more task-specific cotton swabs," said Olga Alpeter, marketing director at Q-tips, in a press statement. "Quge-tips is our lighthearted take on that feedback, celebrating creativity and reminding everyone that even a classic can still surprise you.""
Q-tips introduced nearly six-foot 'Quge-tips' jumbo cotton swabs and launched a digital-first campaign built around a parody infomercial featuring fictional spokesperson Bruce Neptune. Quge-tips are sold online for $35 each while supplies last. The effort includes partnerships with brands such as Doritos and Goodyear and collaborations with content creators. The work is the first from new agencies 3Headed Monster and Jackson Spalding and targets millennials and Gen Z. The strategy emphasizes humor, infomercial and Adult Swim-style influences, and aims to spark online discussion while citing consumer requests for larger, task-specific swabs.
Read at Marketing Dive
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