Stand By Your Brand Respectably
July 09, 2013
It seems that sex appeal is an option many advertisers turn to as it is highly popular. However, is that all you want your audience to see you as?
Roxy recently released a controversial teaser for its very own women’s world surfing championship, Roxy Pro Biarritz 2013. The teaser featured a “typical day” in the life of Australian professional surfer and five-time world champion Stephanie Gilmore. As a female athletic sport sponsor, it’s clear that the audience for these ads are not women who want to be portrayed as eye-candy but rather as athletes.
The teaser that showed more of Gilmore’s bottom rather than of her skill as a professional surfer had many talking… and not in a positive way. Roxy did not stand by their brand as one that empowers women for their skills and in turn, there was negative feedback for their teaser. It’s important to stand by what your brand is about. Roxy went for the complete opposite of empowering women in sports and fell through the eye-candy aspect, breaking their image and reputation for their audience. It’s important to stand by what your brand is about. Roxy did not stand by their brand as one that empowers women for their skills and in turn, there was negative feedback for their teaser.