The back of beyond

Australian duo take control

Pop duo The Veronicas have launched a web series exclusively via their Yahoo! Music web channel. The weekly series charts the twin sisters’ journey to stardom in the US as they promote their album, Hook Me Up. The Go Beyond With The Veronicas series is sponsored by the Yaz birth control pill, all as part of its Go Beyond Birth Control campaign.

The videos – shown over a period of 10 weeks – will show the girls’ rise from childhood in Australia to their preparations and rehearsals (with both live and behind-the-scenes footage) for their recent high-profile tour with The Jonas Brothers.The campign sees the duo hoping to gain further traction outside their native Australia, building on the interest from their tour support.

The duo’s song ‘Goodbye To You’ previously featured in a Yaz commercial earlier in the year.

So what?: We’ve covered a number of campaigns for feminine products, such as Libra’s ‘Guitar Heroine’ and Tampax’s campaign with Liberty X; and this is not the first for birth control (Trojan Condoms, Condom Essential Wear). However, it is the first for birth control directly from a female perspective. Arguably it’s been a long time since the Sixties when The Pill was truly rock ‘n’ roll, but here we are again embracing a new age of Rock Chick – perfectly personified by The Veronicas.

“The Veronicas are Australian artists, but the digital age has made them into a global brand with a global fan base. Their management perhaps should be looking at their message continuity more closely. In Australia they have a Tween fashion range in Target. In the US they are posturing to an older audience with this kind of sponsorship. The two aren’t invisible to each other or to their fans, and that’s the reality.”
Kim Carter, Strategic Director, Rockstar Management, Australia

www.yaz-us.com