Sloggi, the straight-laced die-hard plain cotton underwear brand recently launched a "show us your Sloggi" campaign on the web, just like the Sloggi and Daewoo competition of 2004 where the biggest, err, best ass wins. Visitors could upload a nice shot of their behind and other visitors could then vote on the best bum - the most popular gluteus maximus was naturally the one with the minimum of product covering it which seems to backfire (pardon the pun) if the intention was to actually show off some Sloggi's.
Soon plenty of marketing and media people remarked on the cheeky campaign with Planning.se sarcastically spewing facts:
Sloggi have skillfully worked the media (Svd, DM and Resumé) and set up a fantastic site which takes care of young Swedish peoples secret need of showing their buttocks.......At this posting no less than 495 confused young Swedes (18-25 years) have registered. That's almost half a percent of the population, what a success!
The majority of the registered are Sloggi's primary target group, young masturbating males. They're roughly 64% of the registered. They do not post images of their own behinds, instead opting to enjoy everyone elses published backsides. Naturally they will reward Sloggi by buying boxes full of briefs!
Well, after much hub-bub in the comments of various newspapers in Sweden, and someone reporting the site to the Trade industry ethical advisory board (ERK) in Sweden, Sloggi has opted to remove the bum-fight competition. When you load the "Show us your Sloggi" part of the flash website now you'll be met with a note apologizing for the campaign "which people misunderstood and as a responsible brand we take this very seriously and have decided not to continue", the apology also brags about the handful of fanny-flashers who uploaded their behinds, 130 in Denmark and a pathetic 60 in Sweden. You'll get the same apology in Danish when you check out the Danish Sloggi site. The UK site might still have the game on, but I'll never know since it redirects me to Sweden's site based on my IP#. Is that one still on?
The campaign which says wants to know who has the "worlds most beautiful bottom" isn't checking worldwide, and never was to begin with as The Netherlands Sloggi site didn't join in on the fun since they already felt the backlash back in 2004. In conclusion, as a former Sloggi wearer, I'm not very impressed with the campaign. Recycling old ideas that were crap in the first place don't impress me much.