LoveLife | June 22, 2009 | 5 comments

Bacardi's tip for looking hot: Get an ugly girlfriend

source: http://jezebel.com/5296935/bacardi-ad-uses-misogyny-to-sell-alcohol-to-women

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abbym0308
Well this is a new form of misogyny. Apparently all you need to look amazing this summer is a couple of Bacardi Breezers and someone uglier than you to drink them with. This is an actual campaign produced by Israeli ad agency McCann Digital and launched in Hebrew and English along with a Hebrew-only Facebook page. After a huge backlash against the sexist and hateful campaigns, Bacardi released this statement:

"Thank you for taking the time to post your story on Bacardi Breezer.

The campaign you are referring to ran in 2008 for two months in Israel. Even though Bacardi Breezer is not sold or distributed in the United States, we immediately notified the appropriate Bacardi affiliate and had this website shut down.

Bacardi proudly celebrates diversity and we do not endorse the views of this site. We sincerely apologize to anyone who was offended by this site and thank you for bringing it to our attention."

It's good that Bacardi stepped in so quickly. But the fact that this was even put in ink and distributed is pretty shocking. Do you think anything like this would get approved here?
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5 comments // Bacardi's tip for looking hot: Get an ugly girlfriend

  • RhiannaBarr
  • TheColorYellow
    • 0
      TheColorYellow  

    • Ummm...I think it was just a joke.

      As in, to make yourself look better, get an ugly girlfriend.

      Ha, ha. It might have been a bit distasteful, but it would catch your attention and make you remember it. No big deal in my book.

    • 2 years ago
  • mattbrawn
  • burukku16
    • 0
      burukku16  

    • Whoa. I'm shocked that this campaign was even conceived of in the first place. Fine that Bacardi backtracked, but to say they don't endorse the views of the site is crap. They would have had to sign off the pitch for the campaign and the final results before it went live. Ad agencies are retained to manage and promote brands. So shame on McCann for even proposing the idea, but more shame on Bacardi for letting it go ahead.

    • 2 years ago
  • Hannah_LDN
    • 0
      Hannah_LDN  

    • Ah advertising at it's best. Yes it was shocking, yes it was tasteless....but imprinted in your mind?! You bet! Whoever thought this up knew the gain was going to be worth the 5 minutes of shame. It's not like Barcardi's sales are going to suffer greatly and if anything, it's brand recognition you'd paid though the nose to acheive.

    • 2 years ago
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