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Pornhub, the third most popular adult site on the net and internet’s biggest storage facility of pornographic content, has moved form porn to lifestyle brand.
Thanks to its shrewd PR team and elaborate publicity stunt, like the Bree Olson Boob Bus, Pornhub attracted the attention of media and influential news sites with large readerships, that offered Pornhub access to masses and generated a great brand visibility, even to those who are not “fan” of the genre.
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Pornhub’s publicity efforts have grown increasingly more creative, avoiding cheekiness and vulgarity. This made the brand widely recognizable and gave it a halo of respectability and fun.
In 2015 the site has turned its attentions towards fashion, first by launching its own clothing line, Pornhub Apparel, and then by expanding into partnerships with both prominent and independent labels like Blackfist and Diesel, hosting their ad campaigns.
Last year Pornhub took things a step further by teaming up with Richardson magazine on a capsule collection full of streetwear staples, and with Moose Knuckles on a limited edition bomber jacket. Last but not least, in 2017 they opened a pop-up retail store for Chistmas in New York and in Milan.
Now, the adult entertainment company has launched a kinky sock line featuring faces of famous porn stars along with the web portal logo. The launch of the collection is promoted with a video spot (here the link) playing with the classic training commercials by the likes of Nike and adidas, supported by a saucy catchline “pro gear for your feet and your hands” and highlighted with the hashtag #beatyourself. The collection is available at pornhubapparel.com.
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Though it’s not the first case, as Hugh Hefner thought the world with Playboy, it’s interesting to see how smut can earn a degree of respectability thanks to a wise mix of communication strategies and the right dose of humor.
