Germany company Du darfst is causing quite a stir with their new marketing campaign. The company is encouraging consumers to indulge in their products without the guilt of a diet. Say what? Their tagline is “F*ck the diet”. Well that certainly subtle, isn’t it?
Adage.com recently did a story on this new campaign and a spokeswoman for the company had this to say:
A spokeswoman for Unilever in Germany said in a statement Tuesday night: “Although the current Du Darfst campaign has become a bit of a talking point in Germany — as effective marketing should — it is targeted specifically at German consumers and uses language that we do not believe most German consumers find offensive. This is because the term in the campaign is frequently heard on German TV and radio, and is used in newspapers and magazines, and in the context of ‘let it be’ it is not censored or seen as inappropriate by most German consumers.”
The company feels that dieting has too many frustrating rules and their “F*ck The Diet” is the solution. According to Adage, “Ms. Kayadelen, a TV personality, fitness coach and author, appears on Germany’s version of ‘The Biggest Loser’.” An interesting statistic mentioned in the article was that research has shown 80% f women see diets and complicated to implement and maintain.
Check out the TV spot below. Read the entire article on Adage.com.
Lead image via Du darfst’s Facebook page.