Much like a dodgy light bulb, the PR push behind a Weight Watchers campaign has been flicked back off – complete with an apology.
The diet promoting brand has pulled the plug on anymore 'active' promotion of its Black campaign, following its controversial and “offensive” PR stunt on Tuesday.
The PR move, which was set to be followed by a widescale campaign, including TV ads, involved sending female journalists a 'mood light' to facilitate confidence in the bedroom. However, it turns out that suggesting overweight people avoid sex with the lights on didn't sit well with everyone.
The attached comms note said the globe (light bulb) was designed to give “a little boost in the bedroom”, but many disagreed saying it was “nasty” to invoke those most intimate and vulnerable moments and it was a “shallow and somewhat masculine interpretation of how to cash in on a feminine vulnerability”.
The PR push was devised off the back of research that claims half of Australian women avoid getting hot and heavy under lights due to body image issues.
Despite the growing grumbles, speaking to AdNews on Wednesday, a Weight Watchers spokesperson said while the topic can spark emotion, it knows it’s something some of its members do want to talk about.
However, today it has now succumbed to the backlash and apologised in a statement shared with AdNews.
“Weight Watchers Australia and New Zealand recently embarked on a campaign to share personal insight from some of our members, who had spoken to us about how improvements in their health and well-being had empowered them to feel more confident,” the statement says.
“We acknowledge, however, the delivery of the campaign did not make that message clear. We will continue to support those who have signed up to WW Black, but because we value every voice, we have made the decision to not actively promote the campaign further.
“We apologise for any offense caused.”
Despite not actively promoting it, the spot, by creative shop BMF, is still live:
See here for:
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