VZHH / Equalicare

Two price tags. But one product.

Women pay up to twice as much for gender-specific hygiene items as men. Even though some products have identical ingredients. In fact, some of them only differ in their packaging’s color – pink instead of blue.

Together with the Verbraucherzentrale Hamburg (Institute for Consumer Rights) we invented a new moisturizer which – when being rotated by 180° – turns from a men’s to a women’s product and vice versa. The tube’s pink side addresses women, the blue one men. Although they share the same packaging, the price is different: in line with the average Pink Tax the women’s side is 40% more expensive.

We promoted our product in a pop-up store, a web shop, with influencers and on social profiles – letting people experience the Pink Tax firsthand.

We recreated the natural shopping experience where hygiene products usually are being sold. And taking account of studies showing that information is more memorable when it’s experienced by multiple senses, a pop-up store was the perfect solution to transport our message. Here, consumers radically experienced inequality in its most concentrated form.

Agency: Serviceplan Campaign International Hamburg
Managing Partner: Markus Kremer, Thomas Heyen
Art Director: Philipp Trübiger
Copywriter: Niklas Scholz
Final Art Specialist: Nils-Christian Sperling
Junior Account Manager: Mariah Kattmann

Production: Tempomedia
Director: Peter Haueis
Production Assistant: Madeline Pfisterer

Deutscher Preis für Onlinekommunikation
Campaign of the year 2019 / NGO
Winner in Fashion/Cosmetics

Digital Communications Award
Winner in Event & Experiential Marketing