Ice Cream Brand My/Mochi Partners With OnlyFans Creators

My/Mochi, an irreverent brand that coined the term “desquishous” and launched an ad called “Tripping Mochi Balls,” prides itself on its deliberately wacky marketing. But with its new campaign, the sweet treat’s message has turned a corner from silly to seductive. The Los Angeles-based ice cream company is flirting with the concept of food porn, asking consumers to share their “mmm faces" with the tagline, "Show us yours, and we'll give you ours." It's also breaking ground by partnering with creators on the NSFW platform OnlyFans. Has My/Mochi gone X-rated? Take a Big Whiff of I Can’t Believe It’s Not Butter’s Faux Perfume Ad Before people start clutching their pearls, they should know this: the all-family brand’s new advertising may dabble in suggestive language and imagery, aiming to heat up an already sizzling summer, but it’s more naughty—or “naughty”—than smutty. The double entrendres fly fast and loose around “mmm face,” which comes from London-based agency Lovers. The catch phrase “is not a tease,” the brand said in a statement, but rather a request for fans to “show the world the face you make when experiencing total, uncontrollable ecstasy, while your brain is transported to that ooey-gooey, out-of-this-world fantasyland.” The intent, of course, is for consumers to take a bite of My/Mochi, or any ice cream, and capture their expressive reactions. Totally innocent, right? Anyone who plays along, via social posts or videos, gets a free box of My/Mochi and a chance to win a year’s supply of the pillowy, rice dough-covered product. And about that OnlyFans connection—the brand promises “the creamiest, dreamiest snacking content” that will “leave mouths watering.” Content, which sits behind the service’s paywall, comes from a creator group that includes @breadfaceblog, @solosam and @btsyourvirgogirlfriend. “It’s meant to be sexy and intimate,” Russell Barnett, managing director and CMO, told Adweek, “while retaining the play and joy at the heart of the brand. There’s no nudity.” Execs took a hands-off approach with the OnlyFans creators, Barnett said, and the resulting content is relatively tame, even though it’s housed on a site best known as a hotbed for sex workers. There are plenty of metaphors and puns like “mochi ball on mochi ball action,” but it’s all in good, semi-sanitized fun, he said. In taking the OnlyFans plunge, My/Mochi joins a few other pioneers—Carl’s Jr., Vice’s Munchies and artisanal condiment Fly by Jing, among them—in developing cheeky branded content for the site that boasts 120 million users. My/Mochi, which reported a 61% spike in sales versus a year ago and a 100% jump in recent web traffic, has already seen returns on its OnlyFans program, with engagement rates 2.5 times above the average food and beverage brand engagement rates on Instagram. “As a matter of fact, we got more OnlyFans followers in the last 24 hours than new Instagram followers,” Barnett said. The activation is timed to National Ice Cream Day, considered the Super Bowl for My/Mochi, and comes shortly after the brand launched its most aggressive marketing to date and its first TV ads under the tagline, “Melt Your Mouth’s Mind.”

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My/Mochi Partners With OnlyFans Creators, Shifts From Silly to Sexy in New Campaign

The quirky ice cream brand flirts with food porn

T.L. Stanley

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T.L. Stanley