There is a new expression that gained a lot of popularity amongst teens and young adults on social during the past year: “haciendo el delicioso”, which means, literally, doing the delicious. It is used as an euphemism for having sex.
To launch the third season of Sex Education in Argentina, we invited a popular actress, Candela Vetrano, to do the delicious with Netflix.
The “delicious”, in this case, was the cupcake of Aimee, one of the main characters of Sex Education. The vulva-shaped topping cake was seen in different episodes of this season.
With the help of a bakery influencer, Chula Galvez, we recreated Aimee’s cupcake very precisely, but with a wide range of shapes and colors, bringing an important theme of the season to the campaign: there is no perfect vulva, all of them are beautiful.
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Teaser
Before the campaign launch, we used the freshness and ambiguity of the expression in our favor. Cande shared a mysterious story, catching people's attention:
“People are telling me that a video of me doing the delicious leaked online".
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The Tutorial
One day after the teaser, we revealed the campaign, with a cupcake tutorial charged with double meaning jokes and references to the third season.
It was made to recreate the kitchen of Jean Milburn, a very common scenario on the show.
It was an instant hit on social, gaining a lot of reach and interactions.
It was viewed by more than 2 million people on Instagram alone in the first day, with a positive sentiment of more than 95% on all platforms.
It was the first and probably the last time that a brand in Argentina invited people to do the delicious.