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Moonpig wanted to drive consideration and purchase of its card and gifting range ahead of Valentine’s Day. They came to us with the idea of creating a range of unique, heat reactive cards that revealed a hidden message when warmed up, but tasked us with coming up with a creative that would appeal to media and consumers
We know that Valentine’s Day is a time for romance, and for some it’s an opportunity to reignite the passion. But for those with kids, childproofing a house can be a bit of a passion killer – and on occasions like Valentine’s Day, cards have to remain strictly PG or locked out of sight. But not this year – introducing cards that are kid proof, just don’t put them above the fire!
We created the Forbidden Fruit range – cards with fruity messages that appear perfectly innocent until you give them a little rub. For example, whilst the card may read ‘You’re the cherry on my cake’, apply some body heat and ‘I like it when you’re on top…’ will appear.
We supported the product range with some research of parents who admitted their sex lives have suffered since having kids, with Valentine’s gifting a lot tamer than it was pre-children.
Our fruity cards took the media by storm – we landed 120 pieces of coverage, 10 of those in national titles, and we even had Holly and Phil giving our saucy cards a little rub live on This Morning – with full credit to Moonpig of course.
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