Know-How Exchange : Taglines/Names

Why do you need a slogan that's clever and witty? (And what's the difference between "clever" and "witty?")

What is it you think you'd like to communicate in a tagline? Who is your primary target audience? What do you want the slogan to do for you? What's going to be different when you have a slogan?

Are you afraid people won't understand what a personal lubricant is? If so, perhaps you can find a way to express the primary BENEFIT the product delivers. That would be more important, I'd think, than being "clever and witty."

Years ago I was heavily involved in setting industry standards for advertising feminine protection products on television. One of the things we were determined NOT to do is let anyone use a slogan or tagline that had a double meaning or was so "clever and witty" that people chuckled at the line, or found it even slightly risque. I'd think you might want to take the same stance for your product ... especially if it's a serious product that delivers a real benefit.

Michelle,

I never thought much about the term "feminine protection." We just call it that -- or "fem-pro" -- by habit, I guess.

Feminine protection includes tampons, sanitary napkins, and panty-liners, to name a few sub-categories. Some also include douches and vaginal lubricants in this segment. A general definition might be products used exclusively by women for control of menstrual flow. (That's why we don't ususally include douches or vaginal lubricants.)

Not exactly what you talk about at the dinner table, but from a marketing standpoint not much different than hair or foot care, or any number of other categories. You understand the needs of the target audience and satisfy them in a way that makes you both winners.