Some products are just harder to talk about. From condoms, insurance, sex ed to even incontinence. But that doesn’t mean they don’t need great marketing. Today, we explore how brands are turning taboos into talking points and dry topics into compelling campaigns with Andrew Tan, Executive Creative Director, and Joyce Gan, Group Client Services Director of Fishermen Integrated. From bold humour to emotionally driven storytelling, we look at what works, what backfires, and what it really takes to market the “unsellable.”

They share how creative teams can walk the fine line between cultural sensitivity and breakthrough ideas, and why empathy, timing, and audience insight are just as important as boldness when tackling “hard-to-sell” topics.