Dallas-Based mostly ~Pourri 'Flips That Funk' With New Music Video Model Marketing campaign – dallasinnovates.com
Dallas-based ~Pourri made headlines in January when it dropped the “Poo” from the entrance of its title, increasing its mission to be “a pure odor elimination firm” that may sort out odors in every single place. Now it’s turned that mission into an entire new vibe—with a wildly entertaining music video model marketing campaign.
This week the corporate launched “Flip That Funk”: a sequence of movies shot in Amsterdam, mixing Euro dance strikes with good outdated Texas funk.
“ if you’re at a celebration and abruptly, a funk track comes on and everybody instantly heads to the dance ground?” founder and CEO Suzy Batiz advised Dallas Innovates. “It makes you need to dance and transfer! So, we took the destructive connotation of the phrase ‘funk’ and the way issues can scent ‘funky,’ and considered how our ~Pourri merchandise really flip the funk on odor.”
Seeing The Ghetto Funk Collective—then reserving a flight to Amsterdam
Batiz’ thought absolutely got here alive when she stumbled throughout Amsterdam-based Ghetto Funk Collective on social media, doing ’70s type “locking” dance strikes to a Rick James track.
“I instantly known as up Paul [Levatino, ~Pourri’s executive creative producer] and advised him, ‘We’ve got to go to Amsterdam to satisfy these dancers and eventually convey this concept that I’ve been manifesting for years to life!’” Batiz stated. “One month later we have been filming with an unbelievable crew and the Ghetto Funk Collective in Amsterdam. It was a dream come true.”
All of it led to this Pet~Pourri spot—the primary of 5 “Flip That Funk” movies to be launched:
“I liked the way in which we might naturally mix the 2 concepts of the Funk Motion and tackling funky odors in a method that will liberate the world from the sensation of embarrassment and produce some enjoyable to a topic most individuals don’t like to speak about,” Batiz stated.
Amsterdam shoot for a track with Texas funk roots
Amsterdam-based director Ayla Spaans helmed the video shoots, which characteristic interpretative “locking” dance strikes carried out by the Ghetto Funk Collective. The marketing campaign was produced domestically by photographer Maurice van der Meijs, who’s additionally part of the Collective.
Tune created by Dallas and Austin music expertise
However what actually fuels the movies is the unique music observe “Funk Test!” And for that, Batiz turned to Texas-based artists.
“I wished to remain true to the genuine vibe of the marketing campaign, so we recruited lots of our mates—RC Williams & The Gritz, Black Joe Lewis, Matt Pence, Electrophunck—who’re masters rooted in soul, R&B, blues, and jazz,” Batiz advised us. “All of which create the very basis of Funk Music, which everyone knows was manifested within the South, so it was straightforward to maintain it to the Texas-based household!”
The track’s music was composed by Dallas-based RC Williams and fellow members of The Gritz, Braylon Lacy and Jonathan Mones. It was remixed by Electrophunck and its lyrics have been written in collaboration with Batiz, ~Pourri VP of Inventive Nicole Story, and Ernie Nickels.
The observe was laid down by engineer and producer Matt Pence at his retro recording studio, The Echo Lab, situated on a farm 10 minutes outdoors Denton.
2014 ‘Women Don’t Poop’ marketing campaign has had 45M views
~Pourri is hoping that “Flip That Funk” will blast into full-blown viral territory. The corporate has been there earlier than: Its 2014 marketing campaign “Girls Don’t Poop” has had practically 45 million views. In all, the model’s campaigns have acquired over 400 million views, the corporate stated, incomes over 100,000 5-star opinions and serving to ~Pourri promote over 100 million bottles up to now.
The brand new “Flip That Funk” movies will probably be launched as a full media marketing campaign throughout Fb, Instagram, Tik Tok, YouTube, and Pinterest.
Launching in phases, the five-part video sequence will characteristic every of its core merchandise: Poo~Pourri Earlier than You Go Rest room Spray, Residence~Pourri Air + Cloth Spray, Pit~Pourri Aluminum-Free Deodorant, Sole~Pourri Shoe + Foot Spray, Pet~Pourri Pawsitively Contemporary Air + Cloth Spray and 2-in-1 Odor Eliminating Candle, and Pot~Pourri Smoke Odor Eliminator.
Forward of launching Flip That Funk, the ~Pourri digital and social groups did a wide range of advert testing to search out the marketing campaign’s “candy spot,” the corporate famous, including that it had examined the “Women Don’t Poop” marketing campaign earlier than its launch as properly.
“Music has all the time performed an enormous position all through my life,” Batiz stated. “It paths the street for self-expression and emotion—even the frequency of music could make you fall in love or heal illness.”
Now we’re about to see what somewhat funk can do for certainly one of Dallas’ quirkiest—and most profitable—manufacturers.
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