In addition to the duo, the brand has also recruited Australian sex expert Chantelle Otten to serve as an ambassador for The Solo Project.
Vodka Cruiser teamed up with Australian pop duo The Veronicas to bring a topic considered taboo to the center of discussions: female masturbation.
Created by TBWA\Melbourne and produced by Bing, The Solo Project features two original songs by the duo, Seeing Stars and Cruisin’ On My Own, with clips that seek to celebrate and empower self-pleasure with the aim of encouraging women to speak openly about the subject.
Cruiser Vodka is a unique brand that has organically incorporated itself into the culture, with its fan base appropriating the brand for their own social entertainment. But, as we discovered, the fun isn’t always the same, and that’s why we set out to do something about it. We are incredibly proud of this campaign and the social conventions we hope to help disrupt,” said the TBWA\Melbourne team.
The songs are now available on streaming platforms and Youtube, in addition, the project also has a limited number of vinyl records that will be sold on the Vodka Cruiser website and all profits from sales will go to charities .
In addition to music touchpoints, Bring designed and executed a strategy for the singles release campaign, leveraging Universal Music Australia’s vast capabilities, spanning A&R, marketing, media services, vinyl production, content and format access. of exclusive streaming ads accessible only to artists, added Brooke Pilton, Executive Director of Partnerships at Bring.
To help drive the conversation and provide education on female self-pleasure, the brand has also recruited Australian sex and relationship expert Chantelle Otten to serve as an official ambassador for The Solo Project.
The initiative was born out of a survey commissioned by Vodka Cruiser that revealed that, although most Australian women find masturbation fun and healthy (72%), 57% of them admit to feeling ashamed when performing the act. Despite this, 60% believe it’s time for self-pleasure to be normalized and a third want more people to talk openly about it.
