The lesbian-themed TV show, The L Word, turned to ad agency Leo Burnett, Ireland to promote the show on channel six. The target demographic was females between 18-49 years old.
Leo Burnett came up with a creative campaign that catches these females off-guard in clothing stores. Double sided stickers of a pink lipstick smudge were printed on cotton and placed on the collars of blouses.
However, instead of the typically male “got caught” phrase, the reverse side says “It’s a girl on girl thing” with the TV show’s logo and the show’s air date and time.