Source: http://www.adweek.com/adfreak/calvin-klein-embraces-sexting-and-tinder-racy-campaign-about-digital-dating-166186
Calvin Klein’s sexting marketing campaign hit 27 markets including large LED screens in cities all over the world. Beginning August 3, the new ads will be featured on the brand’s signature billboard in New York City. These ads are composed of provocative pictures and sexually charged words in the form of text messages. While Fashionista presented the argument that the ads are designed to grab the attention of many, especially young people, the ethics behind the ads have caused some concern to others.
Using sex as a marketing tool is not unheard of, but I think if that is what the ad is solely relying on, then it better prove to be effective, and that is not the case. In fact, a recent study from the Ohio State have proven that sexual content can indeed attract attention, but it can also overshadow the features of the product that marketing is aiming to promote, and therefore lessen customers’ purchase intentions. After looking at the ad in the picture above, what sticks in my mind is the content of the sext, rather than the jeans it is trying to promote.
Everyone’s ideas of ethics and its boundaries in business are different, so it is nearly impossible to come to a consensus whether Calvin Klein’s ad is ethical. The question is, can sex really sell effectively, and is it worth it to face the negative image that could potentially be imposed upon the company? In my opinion, mindful marketing is crucial in maintaining the business’s image, and the cost of actively using sex to advertise outweighs the potential benefits in profit.
http://fashionista.com/2015/07/calvin-klein-jeans-sexting-campaign