This creative, larger-than-life publicity stunt from Omega Pharma served as the campaign launch for the brand's new bladder remedy, Urostemol Femina. The playful 'Pantstallation' was created on a spread of grass using 5,000 pairs of ladies underwear. The over-the-top display measured 15-meters high and was a joint collaboration between agencies Golin Health, Undercurrent and Contraband.
Urostemol Femina is a new Omega Pharma herbal product that is formulated to relieve symptoms associated with overactive and weak bladders. The Urostemol 'Pantstallation' was on display in London's sprawling Greenwich Park.
The 'Pantstallation' encourages women to liberate their lingerie and ditch the security of pantyliners and was created by artists Here and Gone. The publicity stunt signals that consumers are growing tired of traditional healthcare marketing efforts.
Giant Underwear Sculptures
Omega Pharma Created a Giant 'Pantstallation' for This Product Launch
Trend Themes
1. Creative Publicity Stunts - Opportunities for brands to generate buzz and engage consumers through unconventional marketing tactics.
2. Alternative Healthcare Products - New and innovative solutions to address specific health concerns and offer alternatives to traditional healthcare options.
3. Consumer Fatigue with Traditional Marketing - Growing disinterest among consumers in traditional marketing strategies, prompting the need for more unique and attention-grabbing approaches.
Industry Implications
1. Advertising & Marketing - Disruptive innovation opportunities in creating out-of-the-box campaigns and publicity stunts to capture consumer attention.
2. Health & Wellness - Potential for disruptive innovation in developing alternative healthcare products and solutions that cater to specific health concerns.
3. Art & Design - Opportunities for artists and designers to collaborate with brands on eye-catching installations and creative projects that break away from traditional marketing efforts.