US – Responding to the desire for physical touch in the inter-Covid period, hand sanitiser brand Touchland is taking a subversive approach to marketing its latest product line. Its video campaign, titled Touch like in the before, shows an underground party scene with groups of people in intimate settings after applying Touchland hand sanitiser.
In this way, the brand recognises a growing sense of fatigue among consumers in relation to pandemic-induced restrictions and ongoing health anxiety. This alternative approach to communication reflects a shift in mindsets and a yearning for physical touch. ‘We want to enable people to live passionately, curiously and fearlessly, but not recklessly,’ explains Andrea Lisbona, founder and CEO of Touchland.
Such visual narratives echo the ideas we explore in Unrefined Intimacy, with brands embracing sex and pleasure as part of a new era of raw and confrontational advertising. Meanwhile, in Synchronised Care, we identify the importance of Pleasure Health as a key tenet to achieving holistic wellbeing.
Everyday health care brands can take cues from unconventional campaigns like Touchland’s and tap into more human approaches to advertising. Don’t be afraid to avoid sterile cues where appropriate