STOCKHOLM, Sweden, Aug. 24 A Swish company's underwear marketing campaign has gotten some Swedish organizations' shorts in a bunch.
The Web-based campaign by Triumph International to drum up interest in its Sloggi intimate apparel has been criticized by some Swedish media as sexist and a possible "porn trap" for young girls, The Local reported Friday. The Trade Ethical Council against Sexism in Advertising is set to consider whether to take action.
"We do have the possibility of taking up a case on our own initiative but this hasn't actually been up for consideration yet," said spokesman Jan Fager, adding he expected the organization would decide next week whether to take a closer look at the campaign.
Critics' knickers are in a twist over Triumph's Web plea to "Show me your Sloggi" -- asking men and women to send pictures of their underwear-clad derrieres for posting on the Web site.
Sloggi's marketing manager, Sofie Lindahl-Jessen, said the campaign has run about six week worldwide and "Sweden is basically the only place we have had negative feedback."
Copyright 2007 by UPI
