Sloggi takes it one step further: upload a picture of your bum in your undies, get rated top bum and win prizes! The campaign runs in several countries (hence bums of the world) and is supported by a billboard with a group of ladies in Sloggi underwear on a Vespa scooter (one of the prizes). Of course they’re counting on the 2.0 web to make this stunt a viral hit!

We’ve had smoggi alarm, the Sloggi billboard director, and the droggi girls. All very original guerrilla/viral campaigns that created the necessary buzzz, but I wonder … are they marketing on target? If their objective is branding and image building amongst the younger, (male) internet community, it’s working fine. But are they selling more undies with this? What do women think about these -fair to say- sexist campaigns? After all, I can imagine that has to be one of their bigger segments. It’s true that besides some outdoor and the prizes in this bum rating contest, it won’t cost a lot, the web 2.0 users do all te work for them, but I’m far from convinced this is getting them where they want to be in terms of brand image on target groups and sales …

Anyway, I’m a fan on their guerrilla campaigns like Smoggi Alarm and Droggi Girls, but I’m not buying Sloggi …yet ;)

[youtube=http://www.youtube.com/watch?v=6FL6OnFsGm4]