daniel chigunwe
Tariro Manamike
Lately, I’ve noticed a curious trend in Zimbabwe’s advertising landscape. It seems that sexual innuendos have become the go-to tool for grabbing attention.
Whether it’s a fast-food chain promising satisfaction that “hits the spot” or an energy drink ad winking at “stamina” these campaigns are hard to miss. But I can’t help but ask: is this clever marketing or just a lack of creativity?
The seduction of the shortcut
Sex sells. This is not groundbreaking news. From the early days of modern advertising, brands have leaned on human nature’s most primal instincts to sell everything from cars to cologne. In Zimbabwe, however, the use of sexual innuendos seems particularly jarring, especially when the product being pushed is a fast-food burger or a packet of chips.
One can argue that these ads are simply “doing what works.”
After all, they do get people talking.
A viral campaign might make a brand the topic of conversation for weeks, leading to a surge in sales. But at what cost to the brand’s identity? When the smoke clears, and the innuendo fades, is the brand seen as innovative, trustworthy, or quality-focused—or just another entity that relied on shock value?
Where does it fit?
Let’s unpack the disconnect. A fast-food brand that leans on sexual innuendos is essentially equating its burgers with indulgence.
That might work to an extent, food is an emotional experience, after all, but the overtly suggestive tone can quickly veer into the absurd.
Take, for instance, a local campaign with the tagline, “Satisfy your hunger in more ways than one.”
Sure, it’s cheeky.
But does it make you think of juicy chicken or something entirely unrelated?
The message might grab attention, but it also risks alienating consumers who want to focus on the food, not the innuendo.
Compare this to how other markets approach similar products.
In the U.S., some fast-food giants use humour and nostalgia, positioning their food as comforting or “finger-licking good” without pushing boundaries. Similarly, major beverage companies have long mastered the art of emotionally resonant advertising — highlighting family moments, convenience, and value over shock tactics.
The brand legacy
What does this say about the brand in question?
A brand is more than just its product; it’s a promise, an identity, and a relationship with its customers.
When a brand uses sexual innuendos to sell fried chicken or a fizzy drink, it risks trivialising itself. Instead of being remembered for its delicious offerings, it becomes the brand that “went there.”
This strategy might work in the short term, but what about the long-term impact?
What happens when the market grows weary of gimmicks?
Take the infamous example of a U.S.-based fast-food chain that became known for its racy commercials featuring scantily clad models.
While the ads grabbed headlines, they didn’t translate into sustained customer loyalty.
Over time, the brand shifted its strategy, focusing on quality and taste, admitting that its earlier campaigns had alienated key demographics.
Is there a better way?
Creativity doesn’t have to rely on shock value. Zimbabwean brands could take a page from campaigns that use storytelling, humour, or relatability to connect with consumers. Consider Coca-Cola’s global “Share a Coke” campaign.
By personalising its bottles with names, the brand created a buzz without any risqué undertones.
The campaign was creative, personal, and memorable, and it boosted sales significantly.
Locally, there is room to create culturally resonant storytelling that taps into values like family, community, and authenticity, elements that deeply connect with audiences and build long-term loyalty.
The bottom line
While sexual innuendos might seem like an easy win, they come with risks. They can make a brand memorable, but often for the wrong reasons.
As Zimbabwean advertisers navigate an increasingly competitive landscape, the challenge lies in finding ways to stand out without cheapening their message or alienating their audience.
Ultimately, creativity is about more than shock value, it’s about making an authentic connection. And that’s something no innuendo can ever replace.
Tariro Manamike is a seasoned media and public relations professional with over a decade of experience in broadcast journalism and strategic communication. She is passionate about human-centred design, business communication, and their impact on the bottom line. Tariro writes in her personal capacity and can be reached at [email protected]
Bongani Ndlovu