Toothbrush firm apologises after ‘spit or swallow’ ad leaves a bad taste in the mouth
Toothbrush firm Brushbox has been apologised after a sexist ‘spit or swallow’ campaign targeting students at the University of Sussex was branded as ‘sexual harassment’.
Toothbrush firm apologises after ‘spit or swallow’ ad leaves a bad taste in the mouth
Freshers students were presented with welcome boxes containing a beermat depicting a woman’s mouth dripping with white foam alongside the message “Whether you spit or swallow as part of your (twice…) daily oral regimen, place your oral health on autopilot with Brushbox”.
The pornographic approach was soon called out on social media however, with many aghast at the questionable marketing strategy which they labelled as sexist, demeaning and offensive.
Young woman is accepted to the University of Sussex and this is in her welcome bag. WTF @SussexUni Do you have any respect for women? This is sexual harassment. pic.twitter.com/IeKzvHX4KC
— Untameable Shrews (@untamableshrews) September 20, 2018
Responding to the controversy with a prepared statement Brushbox wrote: “We’re are really sorry if anyone has been offended by the promotional image used in the Dig-In boxes. We now realise it was inappropriate and misguided of us to use this type of image as a way to raise awareness of dental health issues.
“We completely understand that the image could be deemed as derogatory to women and for that we are truly sorry – this was never our intention, and we take full responsibility for any upset it has caused.”
A spokesperson for the University of Sussex Students’ Union said: “We were very disappointed to find this promotional material in our Dig-In boxes, and will be reviewing whether to renew our contract with this supplier.”
Hardening attitudes towards sexism in advertising have seen the city of Stockholm ban the public display of such ads.