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Library/Campaign/Vim Black for Men
Grade B19 sourcesHIS-00527

Vim Black for Men

Campaign · 2022 · Niche

38Editable slideCertificate

Vim’s parody launch drew backlash; its agency claimed 330 million media impressions.

Original · Vim / Lowe Lintas / MTV India

Apoorva Mandhani

@MandhaniApoorva · Dec 9, 2022

Is this a joke?

3.2K180
Post · @MandhaniApoorva on X

jitohmenachu

@jobhihoe · Dec 9, 2022

Just saw this ad for Vim Black, it's apparently a dishwash liquid for 'MEN' They're now making gender-specific dishwash liquid and all they had to do was colour the bottle black??? 😭😭😭 ht

278
Post · @jobhihoe on X

Karthik 🇮🇳

@beastoftraal · Dec 10, 2022

2/2 Source: HUL's official e-store - bit.ly/vimblack

355
Post · @beastoftraal on X
Clip · Vim India Official on YouTube
Clip · Vim India Official on YouTube
Is this a joke?
@MandhaniApoorva on X
Just saw this ad for Vim Black, it's apparently a dishwash liquid for 'MEN' They're now making gender-specific dishwash liquid and all they had to do was colour the bottle black??? 😭😭😭
@jobhihoe on X
Vim India Official on Instagram: "Hey guys, just something we want to say from the bottom of our b̶o̶t̶t̶l̶e̶s̶ hearts! 😛 #OwnYourChores #LiquidTohSameHiHai #OpenLetter #Vim"
Vim India Official on Instagram
#vimblack #uniquelyunilever #vim | Abhinav Ravikumar | 144 comments
Abhinav Ravikumar / HUL
HUL’s Vim throws the kitchen sink at men
IVM Podcasts
Mindshare
Festival of Media
Vim Black-Easy to clean More to brag (30 sec)
Vim India Official on YouTube
Vim Black Bus
Vim India Official on YouTube
Why Vim Black, Dishwashing Liquid For Men, Is Courting Controversy & Confusion
The Quint

Spread Score

How it works
Reach44Contagion35Breadth30Velocity65Longevity1138

Numbers

Agency claim: earned media impressions, lower bound
330M
Press · Self-reported · The Drum
Seed to peak
2 days
Dec 9 ’22 to Dec 11 ’22
Platforms
5
Started on Instagram
Origin
Stunt
Home & lifestyle

Mechanics

  • Mystery & lore
  • ControversyPrimary
  • Response chain
  • Platform jump
  • Press loop

How it spread

Trace the origin

Vim staged a parody launch with Milind Soman. Instagram criticism and X screenshots questioned its gendered packaging. Vim clarified the joke as press covered the backlash; award entries later claimed reach without publishing counting methods.

Google searchesNov ’22DecJan ’23FebAprJulOctJan ’24MarMayPeakInstagramXPressOpen webAudio
InstagramXPressOpen webAudio

13 more events on this chart

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Timeline (16)

  1. December 2022

    MTV India / Vim seed · Dec 9 ’22

    MTV India posted the Vim Black film featuring Milind Soman and a man bragging about doing dishes.[1][2][3]

    Why Vim Black, Dishwashing Liquid For Men, Is Courting Controversy & Confusion
    Open the first post ↗

  2. Apoorva Mandhani platform jump · Dec 9 ’22

    Apoorva Mandhani posted a product screenshot and asked whether it was a joke.[1]

    Is this a joke?

  3. Jitto Thomas (@jobhihoe) backlash · Dec 9 ’22

    Jitto Thomas questioned why changing the bottle to black made the dishwashing liquid gender specific.[1]

    Just saw this ad for Vim Black, it's apparently a dishwash liquid for 'MEN' They're now making gender-specific dishwash liquid and all they had to do was colour the bottle black??? 😭😭😭
Origin
Stunt
Sector
Home & lifestyle
Region
IN
Agency claim: earned media impressions, lower bound
330M
Press · Self-reported · The Drum
Evidence
Grade B

Spread the same way

13 Reasons Why

Open web · 2017

66
First-season Netflix key art showing Clay wearing headphones with Hannah behind him.

42.2K sold

Grand Theft Auto VI Trailer 1

YouTube · 2023

62
Grand Theft Auto VI Trailer 1

268M views

IHOb

X · 2018

57
For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb

42.5B impressions

Buster the Boxer

YouTube · 2016

39
John Lewis Christmas Advert 2016 - #BusterTheBoxer

22K sold

New cases, every week

How the next thing spread, the week it does.

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Google searchesNov ’22DecJan ’23FebAprJulOctJan ’24MarMayPeakInstagramXPressOpen webAudio
InstagramXPressOpen webAudio

13 more events on this chart

Join free to see them

  1. December 2022

    MTV India / Vim seed · Dec 9 ’22

    MTV India posted the Vim Black film featuring Milind Soman and a man bragging about doing dishes.[1][2][3]

    Why Vim Black, Dishwashing Liquid For Men, Is Courting Controversy & Confusion
    Open the first post ↗

  2. Apoorva Mandhani platform jump · Dec 9 ’22

    Apoorva Mandhani posted a product screenshot and asked whether it was a joke.[1]

    Is this a joke?

  3. Jitto Thomas (@jobhihoe) backlash · Dec 9 ’22

    Jitto Thomas questioned why changing the bottle to black made the dishwashing liquid gender specific.[1]

    Just saw this ad for Vim Black, it's apparently a dishwash liquid for 'MEN' They're now making gender-specific dishwash liquid and all they had to do was colour the bottle black??? 😭😭😭

  1. backlash · Dec 10 ’22

  2. press · Dec 10 ’22

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

Do this

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Pro opens the playbook, all 11 sourced numbers and 19 sources. Start with a free account.

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