DoorDash is bringing the products we’re most self-conscious about buying front and center via a new “CringeMart” storefront and marketing campaign.
The initiative showcases the products people often have to buy, but are embarrassed to do so in front of an actual human. Think hemorrhoid creams, UTI test kits, diarrhea medicine and, yes, birth control.
To promote the new storefront, the brand is teaming with influencer Tana Mongeau, who is known for creating content that people consider “TMI.” Mongeau has created a three-episode “Cringemaxxing” series in which she calls out unsuspecting shoppers for their embarrassing purchases at checkout.
The new storefront is meant to bring to life the idea that DoorDash can deliver a range of products beyond dinner and groceries, said Zaria Parvez, head of brand social at DoorDash.
While many consumers may know that already, it’s still not top-of-mind in the moment. “‘Knowing’ and ‘actually thinking of us in the moment’ are two different things,” Parvez said. “CringeMart is meant to help bridge that gap, and it’s also just a genuinely fun way to remind people what’s possible on the platform.”
Partnering with Mongeau, meanwhile, brings authenticity to the entire endeavor because her content already has a reputation of being straightforward and real, particularly around subjects that are intensely personal or embarrassing.
“She was the perfect person for this, and brought the right mix of humor, self-awareness and cultural relevance to the idea,” Parvez said. “There is nothing inherentl embarrassing about these products, but buying them face-to-face can sometimes feel that way.”
In addition to the series, DoorDash has developed digital billboards that feature a “live condom counter” that shows how often someone makes such a purchase using DoorDash. According to the company, a condom is sold on the platform every 37 seconds.
“The billboards use anonymous, aggregated purchasing data and are not connected to any individual customer or order,” Parvez said. “By showing how frequently these products are ordered, we’re reminding people that these supposedly ‘cringe’ moments are actually incredibly common.”
