Mindful Marketing
  • Home
  • About
    • Mission
    • Mindful Meter & Matrix
    • Leadership
  • Mindful Matters Blog
  • Engage Your Mind
    • Mindful Ads? Vote Your Mind!
  • Expand Your Mind
  • Contact

Virtue or Vice?

8/25/2017

9 Comments

 
Picture

by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

When you hear “ice cream,” you probably don’t think of diet, healthy, or nutritious; rather, words like creamy, rich, and luscious come to mind.  After all, most people don’t eat ice cream to be healthy or to get fit; they just want to indulge in something they really enjoy.  That’s the motivation one upstart ice cream maker is tapping into, in a way like no other.
 
Brands like Häagen-Dazs and Ben & Jerry’s have made decadent ice cream for decades, but even they have not capitalized on the concept of uninhibited indulgence as much as Boston-based Vice Cream.  As the company name implies, its ice cream isn’t just good; it’s sinful.  Other elements of the company’s brand support the unusual positioning.
 
Most notably, the product itself is very ‘full-bodied.’  Pictures and descriptions on Vice Cream’s website illustrate various flavors overflowing with add-ins such as “stacks on stacks of mint-chocolate coins,” “rich peanut butter ice cream mixed with chopped toffee bars,” and “chunks of chocolate chip cookie dough, salted caramel truffles, and thick swirls of chocolate fudge and caramel.”

As you might imagine, those kinds of ample, rich ingredients add up to some sizeable, undesirable numbers on the ice cream’s nutritional labels.  For instance, one particular flavor boasts the following stats per half cup serving:  270 calories, 15g of fat, 10g of saturated fat, 50 mg of cholesterol, and 30g carbohydrates.  By the way, I wonder how many people can eat just a half cup of ice cream; I can’t.
 
While those “nutrition” numbers are certainly high, they aren’t unusual for indulgent desserts.  For instance, a small Brownie Batter Blizzard at Dairy Queen has 440 calories, 14g of fat, and 9g of saturated fat.  Those stats are puny, however, compared to desserts at the Cheesecake Factory, where a piece of Oreo Dream Extreme Cheesecake has 1,490 calories, 53g of saturated fat, and 162 carbs.
 
If Vice Cream isn’t setting any records for nutritional negligence, what makes it so sinful?  Well, beyond its product composition, the company has decided to play upon the idea of immorality with other aspects of its branding, such as its product names and promotion.  More specifically, Vice Cream has opted for the classic low-brow strategy—serving up sex, with a side of profanity.
 
The company’s 'sex-sells' approach starts with the names of its ice creams, which may seem innocuous, until you start to unpack and compare them.  For instance, there’s “Toffee Wife,” a play on the sexist term “trophy wife,” and “Afternoon Delight,” homage to the Starland Vocal Band’s 1976 hit by the same name, which was all about making love.  There’s also “Breakfast in Bed,” a flavor name that seems benign until you interpret it in context with the other monikers and you see some of the company’s additional branding.
 
Vice Cream’s most blatant sex appeal is through a promotional video, which is the first thing you see on the firm’s homepage and which is easily found on YouTube.  The slightly less than two-minute spot features an attractive young woman, wearing a short black dress and high heels.  The actress’s words and actions exude sensuality, while an enticing instrumental arrangement plays in the background.
 
Granted, the ad doesn’t rely exclusively on sex appeal.  There’s also a heavy dose of humor that seems like an attempt to offset some of the strong sexual innuendo.  For instance, the main premise of the spot is that although consumers can’t get a free sample of Vice Cream, they can call the company’s “vice-line” and listen to “virtual tasters” describe in “sumptuous detail what it’s like to eat any of our delicious flavors.”

Of course, the unambiguous reference is to phone-sex, but the silliness of listening to others sensually describe ice cream downplays that allusion.  Vice Cream also tries to take the edge off the sexual imagery by showcasing one rather unappealing virtual taster, “Gary,” who gets dropped by a caller who’s not aroused by his less-than-sexy product description.
 
Meanwhile, there’s also a smattering of profanity throughout the promotion, as the main actress lets slide “son of a [bleep] that’s good” and “F[bleep]’n Gary.”  The spot censors the specific expletives, but it’s easy to understand what she’s saying.
 
What should we make of Vice Cream’s unabashed approach to confectionery marketing?  On one hand, the company can be commended for not putting on pretenses.  Yes, there are a handful of companies striving to make 'healthy' ice cream, like Halo, but ice cream is an indulgence, and Vice Cream calls it what it is.  People tend to appreciate candid communication—even if it’s a little negative, at least it’s honest.

On the other hand, Vice Cream makes gratuitous use of sex to sell its products.  Unlike a honeymoon vacation or Viagra, there’s no natural connection between ice cream and sex.  As many other unscrupulous companies have done, Vice Cream tries to take the feelings people have for sex and, by way of classical conditioning, transfer them to its product.

Appetites for food and desires for sex are two separate things that can be disturbing, if not dangerous, to combine.  Such an artificial pairing could be especially hazardous for adolescents, who, amid surging hormones and ravenous hunger, have enough to handle separately for each biological and physiological drive.

The addition of profanity only makes matters worse, particularly when one considers that anyone with an internet connection, from nine to ninety, can see Vice Cream’s ad.  Users don’t need to verify that they’re 18 or older, for instance, to enter the company’s website or to watch the ad on YouTube.
 
Some may argue, “But the ad is supposed to be funny.”  That may be true, but couching an ad or anything else in humor doesn’t cover-up the unseemly content.  The sexualization and profanity are still easily seen and heard.  To think that the humor makes them okay is like believing you can call someone a nasty name, then quickly disclaim, “I was just joking.”

Vice Cream looks delicious and probably tastes great too.  Those positives likely explain most of the company’s rapid growth and early success.  It’s okay for people to indulge in a decadent dessert every once in a while, but it’s never okay for companies to use sex gratuitously to sell products.  For this reason, Vice Cream’s ingredient list also includes “Single-Minded Marketing.”


Picture
Picture
Subscribe to Mindful Matters blog.
Learn more about the Mindful Matrix and Mindful Meter.
Check out Mindful Marketing Ads
 and Vote your Mind!
9 Comments
Olivia Crawford
9/7/2017 07:02:29 pm

I think that although Vice ice cream is doing a good job at selling the product and gaining attention, that is the only thing they are doing well.
On the one hand, they market a surprising product. With the many different health trends that are booming, it was very surprising to see a strategy that dealt with basically being rebellious and breaking the rules rather than being good and finding desserts that fit inside one’s health plan. By pulling out the rebellious side of the potential consumer, there is a greater chance that that person would respond positively to the commercial, even to the point of buying the product.

Even the fact that the ad is so controversial can be a good thing for Vice Ice Cream. Usually the most popular ads are a little controversial. When some agree and some disagree, there will be more people discussing the marketing, and making Vice more well known (in a good or bad way).

Although some controversy may be good in an ad, I think Vice went way too far with their idea of being bad. Their whole marketing campaign seems to revolve around sex. This makes the advertising world a lot riskier for Vice. It seems as though they are playing off of Ben & Jerry’s naming techniques by naming them unique, well known phrases, but an R-rated version. Even though sex may sell, the effects of Vice’s promiscuous advertising may wreak havoc.

I think it’s interesting how we can be classically trained based on what commercials we watch. If this company takes off, many people may be relating the two very different topics of ice cream and sex. I think every company does this in some way, but Vice’s conditioned stimulus and response is so far fetched and different. I wonder how far along they will get in this marketing strategy before they are under full attack. It even seems plausible for there to be legal concerns depending on what channels they market through. Hopefully they will be responsible and handle their ads with care. I don’t know what kind of laws are in place to sensor ads such as these.

As I was reading this article, I was reminded of the growing popularity of Halo Top, which seems to be on the opposite side of the spectrum than Vice. Halo Top commercials are set in heaven with a comical and simple dialogue between Satan and an angel. This ice cream uses this kind of advertising in order to show that their low calorie, healthy ice cream isn’t a sin to eat. Vice, however, is a total 180 degree turn from this. Halo top uses tame and comical expressions like “we just creationed it”, and “270 calories per pint- so you don’t have to feel bad” so as to express their “heavenly”-like nature.

With all things considered, Vice Cream’s does get their point across well and attracts attention, but their attention isn’t because of the product itself, but what the product infers and reminds them about. The ethics behind Vice are sub-par and disappointing.

Reply
Tyler Kime
9/19/2017 10:20:57 pm

I truly have never heard of Vice Cream before until this article but have to be honest I am intrigued about the company for a number of reasons. First of I love ice cream and if I could would eat it for dessert everyday but I don't think my body would be okay with that but maybe this is the healthy alternative. Secondly I have seen many many companies over time try and use the sex appeal to sell their brand and the biggest one I can think of is godaddy.com for years every super bowl they would be infamous for putting giant bucks into creating to most sexual type ads to drive people to use there website. Now does this really work, and is this truly the best way to go. Well in the short term it may drive consumers looking for all the wrong things to their website for a short amount of time but in reality I think that the product they are selling should be what sells itself and should be the ultimate end game. Wether or not a girl in heels or a black dress on a commercial is what makes the consumer go backs for a second order of Vice Cream is yet to be determined but personally that commercial would never be enough for me to back for seconds. This approach won't help in the long run. Now they do have delicious looking flavors as I scrolled though the website, especially the new mint flavor, but thats what they need to focus on if they wish the have a wide audience of all age groups grow to love there desserts, especially younger kids.

Reply
Devin Gooch
10/19/2017 02:40:53 pm

I have to agree that Vice Cream is not only unethical but single minded as well. It is so heartbreaking to see that people play on something that is supposed to be beautiful between a husband and a wife to sell a material product. I personally do not think Vice Cream will end up being a huge success considering I have never even heard of it until reading this article. Finally, my personal perception of ice cream stems from my childhood. I used to play in the front yard in the summer and then sit on the porch and have a big bowl of ice cream with my brother. Ice cream is delicious but it also has an emotional/cultural appeal to many that Vice Cream misses entirely in their marketing strategy. Ice Cream should be marketed as a sweet dessert that brings a family together, not sex appeal.

Reply
Kenny Wang
10/21/2017 05:32:32 pm

I definitely agree that Vice Cream’s ad is single minded.

It is indisputably effective at making their point about their ice cream quality. The juxtaposition of their ice cream with the implied sex is supposed to elicit an image or experience for the audience. It is common for people to say that sex is life’s ultimate pleasure. Vice Cream thus puts their ice cream at the same level. For the right audience, this would be an extremely effective strategy. Additionally, this ad employs many of the same elements of popular SitCom tv shows. The use of a “Gary” that cannot do anything right and gets bullied, the sexual innuendo, and the overall humor of the ad, are all things that help make tv SitComs popular and surely helps make this ad seem current. This is something that no other ice cream company seems to be doing.

On the other hand, I also strongly agree that this ad does not uphold societal values. Even though this ad has the potential to be highly effective to certain target markets, Vice Cream has a societal responsibility to not keep pushing sex images, whether explicitly or implied. I agree that it is a problem that any person of any age can view this ad and that causes some controversy. I also strongly agree that arguing that the ad is just supposed to be funny is not a good enough excuse.

Reply
Zach Argue
10/23/2017 12:38:28 am

I agree with the assessment that Vice Cream's marketing strategy is single minded. It goes too far down the path of painting ice cream as an indulgence, or vice, to be more exact. I think that they should have found a better balance between just presenting it as something that people enjoy and love (which is just as big of a part of what ice cream is), and being something that's strictly unhealthy. The part of the blog that I had the biggest problem with was when it said "People tend to appreciate candid communication—even if it’s a little negative, at least it’s honest." This is simply not true because the advertising is not honest, it equates the indulgence of eating ice cream with sexual impurity. This is no more than if someone tried to equate eating ice cream with becoming rich or something like that. All in all, I think the analysis was spot on.

Reply
Colton Kelly
10/24/2017 01:20:30 am

I think its interesting how a Ice Cream shop is going with the route of sex appeal. Its a bold move because they are the first that I have heard of to do this in the ice cream industry. It makes sense though because it goes towards their company name, Vice. They are going for the sinful appeal, that their ice cream is sinful to indulge because it makes you want to keep coming back. This marketing method may have a lot of disadvantages as it may paint a bag picture of the business and make parents not take their kids to eat ice cream which is a big part of that industry. I would refrain from using this method if I was them, I would just push for the sinful look.

Reply
Nate Sandoval
2/2/2018 11:53:11 am

I agree with the idea that Vice Cream is being single minded through their slightly overwhelming use of sex appeal. However, I do not believe that Vice Cream made a mistake in doing so. The whole name and company is built off the fact that the ice cream they offer is sort of a guilty pleasure or vice, such as how some may view sex. I think naming that many ice cream flavors after sexual references was not the best idea, considering they could have appealed to an audience that may not be overwhelmed with the attempted "edgy" and over the top ice cream names.

Reply
Joon Kim
3/18/2019 03:48:14 am

Yes, they are doing a great job in marketing and getting customers. Unfortunately, this is what the world has turned into and they have set their goals on getting the maximum number of customers they can and they used this strategy. Using "sexual" humor or temptations in their advertisements and their products this has appealed to a large number of people. It really in the end depends on their ethical mental state and what they see doing this as. I wouldn't like have younger children seeing their ads and their products but this is what the world has come to.

Reply
Isaac Cohen
11/6/2019 01:30:28 am

Very thorough article about the startup Vice Ice Cream’s use of sexual and slight use of profanity in their advertising. While I don’t personally agree or condone this type advertising I understand where Vice is coming from. They aren’t some established company that has their brand image set, or has a history of loyal cliental, they are a newcomer trying to break into the market. This would make any company want to be a bit more provocative and desperate, leading to unconventional methods of advertisement. For the demographic of this type of Ice cream, I feel as though they both see and miss their target. Their message is very much geared towards college age people who like to treat themselves from time to time and keep a small container of ice cream in their fridge. I have a couple female friends that do this. But their ads do go a bit too far, the profanity comes off incredibly on the nose and try hard, and some of the sexual imagery will make some students feel uncomfortable. That being said I think they got close and I don’t fault them for the attempt. Which, I don’t feel like the article gives them credit for. The imagery is almost tongue and check enough to get by without raising too much of an eyebrow. I think next time Vice should try to tailor their ad to women, they can still keep some of their college humor if they like, but just tone it down. I definitely agree with the “single minded” rating on the matrix, but I don’t think people expect startups to juggle environmental factors with their business, that can all come in time.

Reply



Leave a Reply.

    Subscribe to receive this blog by email

    Editor

    David Hagenbuch,
    founder of
    Mindful Marketing    & author of Honorable Influence

    Archives

    March 2023
    February 2023
    January 2023
    December 2022
    November 2022
    October 2022
    September 2022
    August 2022
    July 2022
    June 2022
    May 2022
    April 2022
    March 2022
    February 2022
    January 2022
    December 2021
    November 2021
    October 2021
    September 2021
    August 2021
    July 2021
    June 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014

    Categories

    All
    + Decency
    + Fairness
    Honesty7883a9b09e
    * Mindful
    Mindless33703c5669
    > Place
    Price5d70aa2269
    > Product
    Promotion37eb4ea826
    Respect170bbeec51
    Simple Minded
    Single Minded2c3169a786
    + Stewardship

    RSS Feed

    Share this blog:

    Subscribe to
    Mindful Matters
    blog by email


    Illuminating
    ​Marketing Ethics ​

    Encouraging
    ​Ethical Marketing  ​


    Copyright 2020
    David Hagenbuch

Proudly powered by Weebly