• by Richard Whitman , Columnist, April 13, 2022

An edgy campaign for women’s shaving cream brand eos called “Bless Your F*ing Cooch” has won the top prize, the Super Reggie, in the 2022 ANA Reggie Awards competition. 

The award was presented Tuesday night in a ceremony at the 2022 ANA Brand Masters Conference in Carlsbad, California. The 39th annual awards ceremony honored 69 Gold, Silver, and Bronze winners from 23 different categories. 

The Reggies recognize the best brand, media, and brand activation marketing campaigns of 2021 and are selected by a jury of industry leaders as best-in-class examples of marketing that both builds a brand’s image and drives a specific consumer action. 

The “Bless Your F*ing Cooch” campaign was inspired by a provocative TikTok video by influencer Carly Joy in which she gave women a tutorial on how they could use eos to shave their private parts without getting razor burn. eos’s marketing executives and the company’s ad agency, Mischief @ No Fixed Address, saw how quickly the video gained momentum among their target audience and decided to use it as the springboard for a campaign.

“To truly celebrate this educational and instructional goldmine, we created an official, limited-edition line of Cooch Blessing Cream, complete with Carly Joy’s verbatim instructions (in place of typical product usage instructions) on how to achieve a ‘smooth-ass hooha,’ ” according to the company’s award submission.

The effort was disseminated primarily via social media, specifically Facebook, Instagram, Snapchat, TikTok, and Twitter. Banners, mobile, animation, ecommerce, email, giveaways, and public relations were also utilized.

The campaign’s budget was under $500,000 and the results were impressive. Not only did the campaign garner over 700 million-plus earned impressions, but it also led to a 450% increase in website visits, sold 150,000 shave cream bottles in one week, doubled the growth of eos’ entire shave cream category, and led to eos becoming the No. 1 shave brand (across both women’s and men’s categories) at Target before selling out in stores across America. 

Categories in the overall Reggie competition included experiential, digital/social media, sponsorship, influencer, brand purpose, content, B2B, and age-specific campaigns. The competition included campaigns with budgets ranging from less than $500,000 to more than $40 million. 

The contenders for the ANA Super Reggie Award are determined upon the completion of two rounds of judging, with only a select number of the highest-scoring Gold level cases brought to the Super Reggie jury for consideration. 

A full list of Reggie award winners can be found here.