Exploring the Art & Science of Marketing
Sex sells. It even sells modesty.
My wife pointed out a billboard yesterday that uses sex to sell modesty. The billboard was for a company that sells “modest t-shirts” for women, and I think my wife pointed out some justifiably inconsitent messages in said billboard.
My Wife’s Thoughts in my words
- The company tagline is “Cover Your Assets”
- The company name didn’t even fit with a “modest” theme.
- The girl on the billboard looks naked on the lower half and is using her extra long T-shirt to pull the material over her “assests.”
- They’re using sex to sell modesty.
My Thoughts on Undertease
My initial thought is that this company wants to position itself as sexy clothing that isn’t revealing. That being said, I think they accomplish that mission very well. I wonder though how many girls have the same impression as my wife because she is part of the actual purchasing audience that buys “modest t-shirts.”
Your thoughts?
I’m curious to find out what the readers think about a company like that appears to be using “sexy” to sell “modesty.” Is this muddying the branding waters? Is it spot on? I have my opinions, but I’d like to hear your thoughts please . . .
| Print article | This entry was posted by Russ on March 5, 2007 at 11:39 am, and is filed under Branding, Business, Consultant, Consulting, Public Relations, Strategic Marketing. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site. |
about 4 years ago
That billboard gets on my nerves every time I drive by. While it’s clever – cover your assets – it bothers me that they have a mixed message. If all you’re wearing is their shirt, it’s no longer modest. I believe it will get more attention but is that worth alienating their target audience? especially in conservative Utah??
It would be interesting to see how effective it has been.
But, they are called *Undertease* as in teasing you with what may be underneath. If that’s the point and they are not really modest clothing, but for layers (they are skin tight) then it totally works. Then it’s brilliant.
Janet
about 4 years ago
I saw this billboard for the first time last week. I had to do a double take to read the print as I passed by, and seeing how hot the girl was, decided I better avert my eyes and suppress any stray thoughts..
Sex does sell. You sell products, and you sell yourself (morally). Anytime somebody stoops that low they lose my business. Granted, I’m not in the target market for this clothing, but I stopped going to Carls Jr. when they used the racy Paris Hilton commercial, and likewise don’t support other companies that have such uncreative and morally shallow marketing agencies to promote their products.
Sure, you can be sexy and modest at the same time, but using a half naked girl to get the point across probably isn’t the best way.
about 4 years ago
I’ve wondered about the effectiveness of this billboard too. It doesn’t seem to speak to the target audience. (Maybe they’re targeting teenagers whose parents require them to be modest, but who don’t really want to — they can be modest and edgy?)
Like Connor’s Carl’s Jr. boycott, I don’t use Godaddy because of their ads.
about 4 years ago
I saw that billboard last week and it made me think… kudos to you for posting this and cool comments.
Here were my thoughts. My sister would love those. My daughter would love those. I didn’t see it as a “sexy” ad … I was thinking more along the lines of “you have to start somewhere (naked) when you are getting dressed in the morning”…
So my thoughts:
- I was not offended or taken back
- I thought of who I’d buy them for (I am sure my daughter will have some of these)
- Since I am not exactly trim and fit, I would HATE them personally (I don’t like snug clothes), but its not for me. Its for women who want to have layers of fashion (and I’m not fashionable either, if you meet me you can attest to that!)
- I thought it was an appropriate ad for Utah – I guessed the conservative person perhaps offended by the skin would also agree that its a cool idea.
My 2 cents.
about 4 years ago
Unfortunately, it plays on an inherent aspect of human nature. We never want to cross the line – but we don’t mind getting as close to it as we can once in a while.
about 4 years ago
Personally, I loved it. It supports the “tease” in their name. It was perfectly placed on the county line between Salt Lake and Utah County–on purpose I’d assume. If you compare this with the Shades ad that doesn’t have a message, a category, a product, a message, a brand to build on, UnderTease as out marketed the competition hand’s down.
about 4 years ago
I believe the particular billboard is offensive. But I do not believe that just because you are modest you are not sexy. The problem is that a woman shouldn’t have to believe that she needs to take her clothing off to be viewed as sexy. There is a fine line between trashy and sexy. The billboard is trashy. Undertease, when worn appropriately, are sexy. They do cover a lot of body. Clothing like undertease, layering t-shirts, also promoted a debate between whether or not something is immodest because even though it covers everything it is still too tight and revealing. I agree that even when something covers everything it can be too revealing. I’m sorry for women and girls that buy into believing that something that is so tight you can see the outline of your bra through it is sexy. It is simply trashy. Anything that shows off the underwear underneath is too tight. But that is a judgement call of the purchaser. I’m very grateful for companies that sell more form fitting t shirts that actually cover all of my underwear. Otherwise, I would be trapped in ill-fitting t-shirts and button-downs. But I layer my layering t shirts.
about 4 years ago
This billboard infuriates me every time I pass it! Oh yes, it’s clever. On a standard of sheer marketing, I have to say it’s 100% effective in terms of catching my attention and holding my memory. In terms of making me want to buy the product though, my thoughts are NO WAY! There are plenty of companies out there that make similar tops without hypocritical advertising, they’ll get my business. There is nothing “modest” about this billboard and therefore I don’t want any of my hard-earned money going to the company.
about 4 years ago
Funny, I just sent Undertease an email about this very billboard. Is it clever? Yes. Is it effective? Only Undertease knows. But I won’t be buying their shirts anymore. I know not everyone makes purchase decisions based on principle, but I do and so do a lot of friends and family members.
Come on Undertease, take a side and stick to it.
about 4 years ago
Just because a person (including me) wants to be modest doesnt mean we d o not want to be sexy. I think it is a great messsage to say that you can “cover your assets” and be sexy at the same time. It is much better than showing your assets to be sexy and like it or not sexy does sell. So why not sell modest and sexy rather than half naked and sexy!!!
about 4 years ago
I think that people need to speak up and and let the company know that people who want modest clothing also want clean advertising. They are hurting their market.
about 4 years ago
The other night when we sent the kids to grandma’s for the night so we could have a nice dinner at home, my wife asked me if I wanted her to wear tight jeans or a short skirt. I said, “how about something modest?” My wife just stared at me blankly.
The point of this overshare is that “sexy” and “modest” are an oxymoron when used together to describe clothing. They are polar opposites. People dress modestly specifically because they don’t want to be sexy, and vice versa. Even if something covers your garments (an imperfect arbiter of modesty at best), if it’s skin-tight or in bright colors or exactly follows the garment line, it’s not modest. If anything, it only serves to arouse impressionable young men who are clearly not responsible for their thoughts.