How do sell a product to a bunch of kids who won’t even use it? SEX.
Growing up, all my friends had stickers for Mr. Zogs Sex Wax plastered on our binders, folders and skateboards — even though a lot of us didn’t surf (myself included*). Heck, some people even chewed the wax as gum (and still do, apparently). Zogs had that classic logo and cool name (via inventor Fredrick Herzog III), but what it did best was give good innuendo. Packaging with phrases like “The best for your stick” and, later on, “Quick Humps.”
It’s well worth noting Mr. Zogs is no longer the only wax manufacturer who took Marketing 101. Surf Research’s history of wax pointed me to a few even more explicit waxes that combine explicit taglines with risqué packaging.
- Sticky Deck: “For those who want control when things get tight”
- Mother’s Milk: NSFW packaging
- Vyagra: “Stay Up! Use only if you’re ready to go hard”
Ooh lah lah!
*Unless you count boogie boarding, which you shouldn’t.