A Weight Watchers marketing stunt in which lightbulbs were sent to women who may “avoid sex because of the way they look” has backfired enormously.
The marketing stunt seemed to link people's weight with how much pleasure they get from sex, causing a bit of a social media storm.
The firm's campaign was linked to recent research that found 52 per cent of Australian women wouldn’t have sex with the lights out and 39 per cent had negative body thoughts on a daily basis.
The company set out to launch a campaign grounded in female body confidence but, it didn’t have quite the desired effect.
To promote their findings, they sent light bulbs out to female journalists with the suggestion that it could give them “a little boost in the bedroom”.
The packaging reads: “Let's be honest for a minute, sex is pretty damn fantastic, but if you've ever felt self-conscious in the sack you're not alone – we've heard that more than half of women have avoided sex because they were worried about how they look.
“This globe is a 'mood light' designed to give you a little boost in the bedroom (a PG sex toy, if you will). We hope it helps you start seeing yourself in a new light – to love how you look and love how you feel.”
Bridie Jabour, assistant news editor for Guardian Australia tweeted a photo of the lightbulb saying: “'How many people thought this was an okay idea before it arrived on my desk as a piece of PR.”
She wasn’t the only one to criticise the campaign's comparison between a woman’s weight and her ability to enjoy sex either. One Twitter user said: “'Weight Watchers Black campaign seems to involve marketing the idea fat ppl [sic] don't have optimal sex lives & would if they lost weight. It's based on shame, stigmatisation and stereotyping.”
After facing censure on Twitter, Weight Watchers’ senior marketing manager spoke to Mumbrella and admitted the bulb might have caused offense. She explained: “As we launched, we launched in stages and that has fuelled the conversation without context.“
Inspiring body positivity quotes
Inspiring body positivity quotes
1/12 Kate Winslet
"Nobody is perfect. I just don't believe in perfection. But I do believe in saying, 'This is who I am and look at me not being perfect.' I'm proud of that."
2/12 Iskra Lawrence
Stop comparing yourself to anybody else. The [pictures of] movie stars, even the Disney characters, that’s not real. That’s not attainable. You can’t be anybody else. You are you. You can’t be them. So you really just have to start embracing yourself and accepting so-called flaws that society has given the name ‘flaws’. It’s just our body, our patchwork quilt.”
3/12 Jennifer Lawrence
"It should be illegal to call someone fat."
4/12 Ashley Graham
"And cellulite, I have not forgotten about you. I'm going to choose to love you even though you want to take over my whole bottom half. You're a part of me and I love you."
5/12 Demi Lovato
"Instead of looking in the mirror and focusing on your flaws, look in the mirror and appreciate your best features... everyone has them."
6/12 Danielle Brooks
"Sometimes I don't like what I see, but I have the power to change the way in which I relate to my body both physically and mentally."
"You just want something that someone else has, but that doesn't mean what you have isn't beautiful, because people always want what you have and you always want what they have - no one is ever 100 per cent like, 'Yes, I'm the bomb-dot-com - from head-to-toe!"
8/12 Kim Kardashian-West
"See this little dimple of cellulite here? It was so worth it for that cookies 'n' cream ice cream!"
9/12 Mindy Kaling
'Insults about the way I look can’t be the thing that harms me and my heart the most. It has to harm me the least. If I have a daughter, I’m going to tell her that. Far too many women are much more hurt by being called fat or ugly than they are by being called not smart, or not a leader."
"The most alluring thing a woman can have is confidence."
11/12 Selena Gomez
"I’m learning that you can be comfortable and still look beautiful.”
12/12 Tess Holliday
"Never compare yourself with others and celebrate what makes you, you."
Weight Watchers Black will launch in full on October 19th and feature content from sexologist and relationship expert Dr Nikki Goldstein.
The research and message behind the light bulb stunt is addressed in the short film below.Reuse content