Bendon launches ‘Selfies with Besties’ outdoor campaign
Underwear brand Bendon has rolled out a new outdoor campaign with the tagline ʻSelfies with Besties’, encouraging girls to take pictures of themselves with their best friends.
The campaign includes a digital component, with a Facebook competition giving girls the chance to win a weekly Lovable prize by uploading ʻselfiesʼ with their ʻbestiesʼ to Twitter, Facebook or Instagram.
The agency behind the campaign is Whybins, which recently picked up the Bendon business.
Do we have to be in our undies????
Oh god. How many teenage girls are going to be posting photos in of them with their besties in their undies online?
So we’ve stooped as low as encouraging sexting. A sad day.
It says you don’t have to be in your undies, it actually says it’s weird if you do.
Um this advert has been at the local bus stop on the north shore for 2 weeks now…and Dr Mumbo you post this today?
More to the point Jennifer Hawkins associates herself with this kind off campaign when she is often talked about as a role model….Hmmm where’s her Managers real advice when she needs it.
Hmmmmm I see trouble at every turn for all involved…do marketers still not understand brand risk driven through social media…playing with fire here.
Let’s empower young women by encouraging them to take pictures for male titillation.
Haha they will get a shit load of boring pics if they aren’t in their undies… So lets hope they are!
I couldn’t understand why there where photos of young women in their best undies at bus stops – until now. Thank you for enlightening me.
What a vacuous and utterly contemptuous campaign to launch – denigrating the very market that is supposed to buy the product. It seems that Bendon is happy to exploit , through the most glib sensationalism, the vanity and lack of maturity in a very vulnerable age group.
Why can’t they leave young girls to grow up in peace?