Take Action Against Bacardi & McCann Digital for "Ugly Girlfriend" Campaign

Published June 20, 2009 @ 10:05AM PT

As you may have read about in yesterday's Friday Femme Fatale, McCann Digital, a large advertising agency, has just put out this rather sexist campaign on behalf of Barcadi titled the "Ugly Girlfriend” campaign.

From Women's Media Center:

McCann Digital has teamed up with Bacardi Breezers to target their beverages to women, who “want to look amazing this summer” by accessorizing with “an ugly girlfriend.” Of course, there are different options – and each is ripped apart by describing different woman as having, “97 kilograms of femininity, strength and double chins,” “rubbing thighs,” and “drooping breasts.” Apparently, having them by your side will make you, “the most desirable piece of meat on the grill.”

It’s not clear what overly sweet wine coolers – it really just seems to take a very nauseating, pointless dig at women – displaying blatant misogyny and using it to sell their products to women themselves.

If you'd like tweet about the campaign, you can use this sample message to get the word out:

Yo! @bacardiblive & @McCannDigital being sexist toward women isn't a smart tactic to get them to buy your product - http://bit.ly/ZlIsa

Take action on Change.org and Tell Barcadi to Drop Sexist Advertising.

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Author

Jen Nedeau is a social media consultant, progressive activist, feminist speaker and writer. She currently lives in New York City, where she works full-time as the Director of Digital Strategy at Air America Media. In August 2008, Nedeau was selected to be the Editor of the WomensRights.Change.Org where she facilitates daily discussion about the feminist movement. Additionally, Nedeau volunteers as the Chief Technology Officer for New Leaders Council, a non-profit that offers exclusive training for young leaders. You can follow her on Twitter @HumanFolly or learn more here: www.jennedeau.com.