As regular readers of B&T would know, we often report on the marketing activities – even the ones that don’t get banned – of Aussie lingerie firm Honey Birdette. We need to declare, we don’t chase the stuff, but it’s sent to the B&T office via its ever-efficient PR team.
Last week, B&T reported on its latest campaign titled campaign titled “Office Party” that appeared to play on the Christmas tradition of a drunken office work bash. This time, however, with very attractive models gadding about in expensive lingerie. The campaign came with a racy stills campaign and social media TVC. Check it out below:
However, since the launch of the the campaign the company has been defending itself against claims it is offensive and wrong to portray women in their undergarments at an office party.
Opponents soon railed against the brand’s aesthetic on social media: “The advertising is ignorant and honestly kind of stupid. It’s pretty, fun and exciting, everyone looks like they’re having a great time which is what I’m sure the point was. But to overlook the obvious issues was a serious mistake. The men are all fully dressed, really?” one aggrieved person penned.
While another added: “This is some degrading shit to women in the workplace. We are still fighting to close the wage gap, male co-workers already sexualise and dehumanise women in the workplace, patronising them for their looks and behaviours at work.”
“Some women don’t attend their work parties for fear of being sexually harassed. This is disgusting, but really not surprising TBH,” wrote another.
However, not everyone was in the anti camp. One supporter wrote: “Love this campaign you absolute goddess. Next time I’m coming to the party. Thank you for empowering women to dress sexy without fear of ‘consequences’ and to celebrate our badass bodies.”
However, Honey Birdette founder and managing director, Eloise Monaghan, said the latest fracas was nothing she’d not endured with the brand before. Only recently, the Australian Standards Bureau forced the company to take down provocative in-store posters after several complaints about the sexualised imagery.
On the latest controversy, Monaghan said: “There’s a disturbing conservative theme out there but we will keep doing what we do! Women can embrace their sexuality without fear of assault. How ridiculous.”
Please login with linkedin to comment
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]
As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]
New data from Hootsuite and We Are Social reveals that as of June, social media user numbers have jumped by 13 per cent since the same time last year, with the latest data showing an increase of more than half a billion users in just 12 months. The Digital 2021: July Global Statshot report revealed key findings […]
Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]
Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]
TBWA\Sydney Group has announced two new key promotions of Nitsa Lotus to chief growth officer and Tanya Vragalis to managing director. In her new role, Lotus will be focused on leading growth initiatives and innovation across each of the agencies within the TBWA\Sydney Group – TBWA, Eleven, Fleishman Hillard, Fabric and Bolt – as well […]
The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]
Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]
Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]
GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]