Above: ridiculous, inaccurate, inappropriate and not to mention damaging ad run by Bacardi.
The campaign basically implies to the target women consumers that all they have to do to be hot is purchase Bacardi Breezers and find an ugly woman friend who by proximity will increase the consumer’s own hotness. It’s interesting that they think that by discriminating some women, other women will be more attracted to purchasing their product. But I like to think that women as a whole stand up for each other.
Apparently the campaign, titled, “Get An Ugly Girlfriend!” ran for two months during 2008 in Israel. The campaign included English and Hebrew websites and a Hebrew Facebook group.
After discovering the site many feminist websites and news sites featured the story. Readers responded and complained to Bacardi who promptly shut down the sites.
“As a Company and as individuals we are also angered and dismayed that such a campaign was ever created and we have taken immediate action to stop it as it violated our stringent global marketing principles that we firmly support,” said the second letter.