• by Les Luchter , June 30, 2023

As kids get ready to head back to camp this summer, plant-based odor-fighting brand Pourri has launched a nostalgia-based “Camp Funk” campaign targeted to millennials and Gen Z-ers.

Featuring adults dressed and acting as teenagers at summer camp (“Camp Funk,” whose motto is “Smell Happy, Camper”), 12 spots take on awkward odor-based coming-of-age situations solved by one of Pourri’s six products: Poo-Pourri (the 16-year-old company’s original name and first product), Pit-Pourri (deodorant), Pet-Pourri, Car-Pourri, Home-Pourri or Sole-Pourri (for feet).

The spots are running on such streaming platforms as A&E, Paramount+, Disney+ and Max, with “more low-fi content that parallels the themes and relatable stinky moments” appearing on social media, brand reps tells Marketing Daily.

So let’s look at a few of those stinky moments.

In one social spot, a female camper writes to her “parental units,” thanking them for sending “the Poo-Pourri care package” and asking for more: “I’m selling them for like 20 bucks a poop.”

In a TV spot, a counselor sternly questions the camera, “So in one day at camp, you ate an entire vat of Sloppy Joe, wrecked your bunk with farts and defecated on the rug?” Turns out he’s talking to a dog, and the spot is advertising Pet-Pourri.

“The idea behind Camp Funk was to position the suite of Pourri products as summer staples and increase our brand affinity," aiming "to reach a larger share of the consumer’s heart and mind as we extend outside of the bathroom, while staying true to our brand voice and bringing humor and levity to stinky situations,” the brand notes.

"The length and type of our content has evolved from our early long-form YouTube videos, to now more short-form casual content to keep up with the everchanging social landscape,” the brand explains. “Not only have we expanded our collection of odor eliminators, but we’ve grown with our consumers and pivoted our tactics to understand how customers consume media these days, and where they go to find it.”

“Camp Funk,” created with Raindrop Agency, will run through mid-September.