Weight Watchers latest PR stunt, to promote its new program Weight Watchers Black, hasn’t been well received; The weight loss company sent female journalists ‘mood light bulbs’ claiming that Aussie women don’t have sex with the lights on because of body image concerns.
The campaign claims 61 per cent of women believe their sex lives had been inhibited by their body image issues. To solve this problem- send them light bulbs to spice up sexy time.
The packaging for the globe said: “Let’s be honest for a minute, sex is pretty. damn. fantastic. But 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.
“This globe is a ‘mood light’ designed to give you a little boost in the bedroom (a PG sex toy, if you will). We hope it helps you start seeing yourself in a new light- to love how you look and love how you feel.”
The Guardian’s assistant news editor Bridie Jabour posted an image of her light bulb on Twitter after she received the package:
How many people thought this was an okay idea before it arrived on my desk as a piece of PR pic.twitter.com/7tH37yyqsS
— Bridie Jabour (@bkjabour) October 14, 2016
Weight Watchers Black is aimed at getting customers to see themselves in “a new light”, the campaign centres around sex and feeling more sexy in your body. The full campaign, by BMF, is set to launch tomorrow.