Weight Watchers criticised after sending lightbulbs to women in bid to improve sex
Weight Watchers has delivered lightbulbs to women, suggesting it can improve their sex lives.
The marketing stunt was blasted by recipients and on social media, with people accusing the company of "fat shaming".
Weight Watchers' lightbulbs were sent to female journalists, in a box saying they might have "avoided sex because they were worried about how they look".
The company cited research saying that was why about half of Australian women didn't enjoy sex.
Guardian Australia assistant news editor Bridie Jabour asked the company how they thought it was a good idea to send the lightbulb to anyone.
How many people thought this was an okay idea before it arrived on my desk as a piece of PR pic.twitter.com/7tH37yyqsS— Bridie Jabour (@bkjabour) October 14, 2016
Others criticised Weight Watchers for implying that bigger people didn't have good sex.
Weight Watchers Black campaign seems to involve marketing the idea fat ppl don't have optimal sex lives & would if they lost weight— Asher Wolf (@Asher_Wolf) October 14, 2016
Weight Watchers' senior marketing manager, Rebecca Melville told Mumbrella that people upset with the marketing stunt may have misunderstood what Weight Watchers was trying to do.
"As we launched, we launched in stages and that has fuelled the conversation without context," Melville said.
The campaign was focused on how much more enjoyable sex could be if people were more comfortable with their own bodies.
#Loveyourself, Weight Watchers tweeted.
The lightbulb's packaging said it contained "a PG sex toy, if you will".
"This globe is a mood light designed to give you a little boost in the bedroom.
"We hope it helps you start seeing yourself in a new light - to love how you look and love how you feel."