After launching their Black campaign in Australia, Weight Watchers found themselves in hot water.
Following research done by the Australian ad agency BMF, Weight Watchers claimed that over half of Australian women feel self-conscious when they have sex because of body issues. Because of this research (that has failed to produce any receipts), Weight Watchers decided to send “mood lights” to female journalists to promote the campaign by suggesting the light will help increase their confidence in the bedroom.
In this photo, Weight Watchers explains the mood light’s job:
“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,” an excerpt of the mood light’s box reads.
After they faced more criticism on Twitter, Weight Watchers’ senior marketing manager Rebecca Melville admitted that because the full context of the campaign wasn’t revealed along with the mood light many were offended. “As we launched, we launched in stages and that has fueled the conversation without context,” Melville told the Mumbrella.
Set to debut tomorrow, October 19, the Weight Watchers Black campaign will focus on sex and the relationship women have with their bodies.
Learn more about the campaign in the short film, featured below. Thoughts?