Controversial British online fashion label Lyst is in strife again after its latest PR stunt backfired.
The brand, known for outlandish marketing, offered dogs for sale on its website to accompany people’s wardrobes.
Although intended as a joke, the campaign received a number of complaints to the UK’s Advertising Standards Authority (ASA) from people furious that animals were being portrayed as nothing more than a fashion accessory. ASA is yet to make a ruling on the stunt.
Lyst’s “Canine Collection” offered a choice of 33 different dog breeds “to match your wardrobe,” priced up to £615 ($A1230) for a Siberian Husky. The campaign has subsequently been removed from Lyst’s website.
A spokesperson for ASA was quoted on Business Insider UK as saying: “The complaints mainly object to the suggested selling of animals via a postage/mailing system and the advertisement of these animals as ‘fashion accessories’, although complainants do acknowledge the fact this is a PR stunt and Lyst are not actually selling the animals.”
Not that Lyst is any stranger to controversy. Last month it run a campaign where it had a DHL courier driver kidnapped and was demanding a ransom of 1,000 DHL’s T-shirts (presumably because they looked similar to $US300 version by luxury brand Vetements that hold sold out on its site.) Lyst even released press photos of the “driver” being tickled with feathers by models in skinny keans wearing Lyst t-shirts.
And it appears all the work of the fashion brands CMO, Christian Woolfenden (pictured above).
Woolfenden is the former marketing chief at the UK betting site Paddy Power. ASA claims when Woolfenden was in charge they’d received a record 5,525 complaints from campaigns he was responsible for.
And Business Insider is reporting there’s even disquiet in the Lyst ranks regarding the marketing strategy. “There’s a lot of angry Lyst employees at the moment. Quite a few vocally objected to the campaign but were told they aren’t allowed to publicly voice their dissent,” one pissed off employee is quoted as saying.
The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]
Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]
Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]
Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]
Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016, has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]