Alcopop brand Vodka Cruiser has partnered with iconic Australian pop music duo The Veronicas to break down the societal stigma associated with female and femme masturbation.
Vodka Cruiser has engaged Jessie and Lisa for ‘The Solo Project’ via TBWA\Melbourne. Produced by Bring, each of the sister’s original tracks and corresponding music videos are an empowering celebration of self-pleasure, intended to encourage more females and femmes to talk openly about the topic.
Jessie and Lisa’s songs and music videos, titled Seeing Stars and Cruisin’ On My Own respectively, are now streaming across Spotify, Apple Music and YouTube. A limited number of vinyl records have also been produced and are available to purchase via the Vodka Cruiser website, with all proceeds going to charity.
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Jessie’s Seeing Stars is a flashback to The Veronicas’ first studio album The Secret Life Of..., with a bold and brash modern twist. Seeing Stars explicitly celebrates pleasure as a woman, with punchy lyrics that turn up the heat. Meanwhile, Lisa’s heartfelt ballad Cruisin’ On My Own champions the importance of prioritizing your own self-love.
To further help push the conversation forward and provide education on female and femme self-pleasure, Vodka Cruiser has enlisted Australian sex and relationship expert Chantelle Otten to serve as The Solo Project’s official ambassador.
In addition to the music videos, the campaign is rolling out across PR, social, paid media and digital.
The initiative comes off the back of a survey commissioned by Vodka Cruiser that revealed that while most Australian women find masturbation to be fun and healthy (72%), 57% admit to feeling ashamed when they masturbate. Despite this, 60% believe now is the time for self-pleasure to be normalized, and a third want more people to be talking openly about the topic.
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TBWA\Melbourne said: “Vodka Cruiser is a unique brand that has organically embedded itself into culture, with its fanbase appropriating the brand for their own social fun. But as we discovered, fun is not always equal, and so we set out to do something about it. We are incredibly proud of this campaign and the societal conventions it will hopefully help to disrupt.”
Brooke Pilton, executive partnerships director at Bring, added: “Beyond the music touchpoints, Bring designed and executed a strategy for the singles release campaign, leveraging the vast capabilities of Universal Music Australia encompassing A&R, marketing, media servicing, vinyl production, content and access to exclusive streaming ad formats only accessible to artists.”