Laxatives, UTI tests, condoms, haemorrhoid cream, pregnancy tests…You’d rather not let everyone in the store know you are buying these. New York indie, Loop, has recognised that this is a drawcard for DoorDash and turned it into a fun campaign.
The campaign is built around CringeMart, a section of its app that groups products from the famed “embarrassed aisle”. The curated products are collected into themed collections tailored to life’s most awkward needs, such as “Go Piss Girl” (UTI tests and treatments) and “Daily Dump” (laxatives and digestive relief).
The idea came from DoorDash’s purchasing data inspired the concept. DoorDash has shared its “CringeCart” on the campaign blog with details such as a condoms sell every 37 seconds in the US; two laxatives sell every minute, and in 2025, over four million customers turned to DoorDash for their most awkward essentials.
“CringeMart simply makes it more convenient as a judgment-free zone where you can get what you need, when you need it, all in one place without the side of social anxiety,” Doordash explained in the campaign blog.
The campaign has also partnered with the internet’s TMI Queen, Tana Mongeau, known for turning her most unfiltered moments into cultural conversation, in a content series called CringeMaxxing. In the series’ three episodes, she puts unsuspecting shoppers through hilariously uncomfortable checkout scenarios, demonstrating why some purchases are better left to DoorDash.
“The most ‘cringe’ purchases are usually the most relatable. There’s nothing actually ‘cringe’ about any of these items, but buying them can still feel that way,” said Zaria Parvez, head of brand social at DoorDash in a statement. “If it’s in CringeMart, it’s probably something you need but don’t want to be seen in public with, which is exactly why we built it. CringeMart is DoorDash’s way of saying we get it, and we’ve got you, no questions asked.”
To show how DoorDash is saving people from embarrassing purchases, DoorDash is sharing its condom purchasing tracking in OOH in New York and Los Angeles in real time.
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