from Paul Cowper, senior consultant, Brandsmiths
Sir; It's the oldest adage in the marketing world ­ "sex sells" (The Grocer, August 31). Manufacturers have long used sex to promote and market products. Yet still, every once in a while, the world gets all steamed up about an advert on the basis it is too racy".
The general content of "racy campaigns" has changed little over the years. The real issue is not whether advertisers are using sex but whether the use of racy advertising brings benefit to the brand in the longer term.
To do this relies on a campaign with an enduring link to the brand and which continues to motivate consumers once the initial shock effect has waned, like Flake and FCUK. Use of sex should be carefully considered in terms of the brand, the product and audience expectations.