Weight Watchers - not about making love in the dark.

Carolyn Miller weighs in on not-so-effective PR stunt.

Weight Watchers has launched a publicity campaign playing on the idea that Australian women don’t want to have sex with the lights on.

The weight loss brand’s Love Yourself campaign includes Weight Watchers-commissioned research that claims half of Australian women avoid getting hot and heavy under lights due to body image issues.

Ostensibly to give women “a boost in the bedroom”, the company sent female journalists a “mood light” to facilitate confidence in the sack.

“We hope it helps you start seeing yourself in a new light – to love how you look and love how you feel,” reads a note accompanying the low-light bulb.

But the “Love Yourself” tagline has been called out by those who see the campaign as promoting just the opposite.

Advertising veteran and Gruen regular Carolyn Miller said it “was not the most clever PR stunt”, and showed the lengths brands were going to in order to “cut through” to journalists.

And while Weight Watchers told The New Daily the globes were meant to “demonstrate that [the brand] understands women”, a number of recipients have expressed distaste at receiving the package.

Read the full article at The New Daily:

https://thenewdaily.com.au/life/wellbeing/2016/10/18/weight-watchers-offensive-campaign/