Bless Your F*cking Cooch

This sh*t is an absolute blessing.

@killljoyy’s words, not ours. 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 and unfiltered conversation about a taboo subject. While most brands would shy away from her spicy candidness, we wanted to celebrate it. So, we did what any professional, self-respecting company would do: team up with a 16-year-old to drop a custom line of Cooch Blessing Cream, complete with verbatim instructions on how to achieve a “smooth-ass hooha.” The line sold out immediately.

The campaign was named the world’s 12th best ad by Adweek, honored as one of TikTok’s 14 top Culture Drivers, and most importantly, allowed us to say the word “cooch” in at least twelve client meetings.

The Original

The Response

Recognition

The Clios -1x Grand Clio, 1x Gold, 2x Bronze, 1x Shortlist
D&AD - Graphite Pencil, Wood Pencil
Effies - 4x Gold, 1x Bronze
Cannes - 1x Silver, 2x Bronze
AdAge Creativity Awards - Best ROI
The One Show - 1x Bronze, 6x Merits
AICP - 2x Winner in Social and Influencer
AdAge Best Ads in the World 2021 - #12
The Brave Brands Awards - 1 of 5 Honorees
The Webbys - 1x Nominee
The Andys - 2x Winner
The Reggies - 1x Super Reggie, 1x Gold
TikTok Top Culture Drivers - One of 14

Results

Doubled the growth of eos’ entire shave cream category

Sold 150,000 shave cream bottles in one week

Led to a 450X increase in website visits

Skyrocketed the product from 300,000 to 15,000 in Amazon product rankings

Led to eos becoming the #1 shave brand for women and men at Target until selling out in stores across America.