Surfboard Wax and You: A Love Story
Frederick Charles Herzog has a lot to answer for.
In the early-70s, Zog was surfing Santa Barbara and looking for a way to stay in the game: to maximise his surf time while paying the bills. The fledging surf industry was the obvious choice. First came boards, then a surf shop, and finally surfboard wax, its formula devised by a chemist friend.
The name they chose was Sex Wax because, according to Zog history, "it was attention-grabbing, absurd, and a great spoof on Madison Avenue's not-so-subtle attempts to use sex to sell a product."
Taking a sledgehammer to covert marketing is good sport. Point out the cunning subtext in seemingly innocent advertising. Turn it on its head. Run with it.
And ran Zog did. Ran like Forrest Gump. Since the first batch was made, Nixon has fallen, Whitlam too, the surf industry has towered and collapsed, yet Sex Wax is still stocked by every surf shop that matters.
But the success came at a price.
The blunt force messaging encouraged others wax makers to follow suit. This is only a theory mind you, I made it up five minutes ago, but how else to explain the catalogue of sexual innuendo gushing forth in the wonderful world of wax?
And if you haven't noticed this trend then allow me to illustrate the point. In no particular order there's...
And last of all, the logical evolution of the joke...