Wednesday, September 05, 2007


A bit of a cheeky reason to love marketing today – pardon the pun – courtesy of Sloggi and their campaign to find the perfect male and female bottom. And the reason why this should make you love marketing of course is that on occasion, not always granted, marketing allows you to ogle at some lovely half-naked bodies. Well, sex sells, right?

Being an underwear company, it is inevitable that the human form is going to be used to sell the product, but usually the model is over six foot tall and perfect in every way. But here, Sloggi is going a little outside the box and asking us ‘ordinary’ people to send in photos of ourselves in our best undies (preferably Sloggis of course) and the photos will then be rated by the public to find the best. Finalists will receive a range of prizes while the winning two bottoms will have the prestigious title of ‘best bottom in the world’ as well as 10, 000 Euros and a modelling contract with the company. Certainly not a ‘bum’ deal (OK, last pun of the day, promise!).

But not everyone is quite in love with the campaign. Media in Sweden have blasted the campaign as a “pornographic”, “cynical and sexist” and some have even gone so far as to say it is a “porn trap”for young girls. There is also talk that the Trade Ethical Council Against Sexism in Advertising (ERK) could look into the campaign. A spokesman for the organisation asserted however, “We do have the possibility of taking up the case on our own initiative but this hasn’t actually been up for consideration yet.” He added though that he would be “...surprised if we weren’t to receive any complaints, since this has been so widely discussed in the media.”

So, not such a great reaction in Sweden then. But, as one Swedish phrase quite nicely puts it “Taste is a bit like buttocks – divided.”

And with the campaign running in another 38 countries besides Sweden, and with no other such negative reactions elsewhere, overall it doesn’t look to be harming the campaign too much. In fact, with around 72, 000 photos of rear end from all over the globe having being sent in; I’d say the campaign is doing rather well.

And, as for complaints that the pictures may be of those under 18, Sloggi has assured us that all pictures are carefully screened before being uploaded to the website - “They have to be over 18. If we are in any doubt we ask to see official identification. And we don’t upload every picture.” Said spokesperson Sofie Lindahl-Jessen.

Of course, it’s clear that a campaign such as this is going to have to tread a thin line between amusing and pornographic and is constantly going to be under scrutiny with regards to its propriety and ethics. But at the end of the day, it’s only a few bottoms, it’s a little fun. Surely we all like to look at a nice bum now and again?

So, if you’re a fan of bums and fancy a look at what all the fuss is about before the competition has ended and the top bottoms have been chosen, you can visit the Sloggi site here. You can even sit and rate the posteriors which have been submitted already in a ‘Hot or Not’ style. What better way to spend a lunch break?

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