The Drum Awards for Digital Advertising APAC 2022

Live in -h -min -sec

Sri Lanka Triumph Fathers Day

Lingerie brand apologises for seemingly incestuous ‘For the ladies … who pamper their dads’ newspaper ad


By John McCarthy | Media editor

June 25, 2015 | 3 min read

Triumph lingerie has apologised for publishing an unsettling discount ad in a Sri Lankan newspaper.

Ahead of Father's Day, the brand issued a 15 per cent discount of lingerie for ‘For the ladies … who pamper their dads’ in Ceylon Today.

Needless to say, the connotations that lingerie ownership is linked to the wellbeing of fathers is creepy enough to send the blunder around social media feeds, giving the brand much more traction than it originally intended…

As a result of the backlash, the company issued an apology for the tagline.

"Triumph International is a global brand operating in many countries around the world with independent marketing activities in each country.

“For Father's Day on 21st June 2015, one of the malls in Colombo, Sri Lanka, organized a series of consumer promotions and invited all its partner brands to participate. In a rather rushed last minute action for this event, Triumph Sri Lanka put together an advertisement that reached the paper without the necessary vetting.

“Taken by itself, the copy on the advertisement sounds controversial and insulting to women. Triumph Sri Lanka published an apology on its Facebook page the very next day, acknowledging its error and accepting responsibility. There was no intention to disrespect anybody's sentiments.

“Triumph International is rooted in its absolute respect for women and its mission across the globe is to tailor 'female self-confidence'. We would like to reiterate that there was no intention to offend and the team in Sri Lanka is examining its internal processes to ensure such lapses do not occur in future."

Sri Lanka Triumph Fathers Day

More from Sri Lanka

View all


Industry insights

View all
Add your own content +