Step one: Make the connection, and suggest that overweight, fat, or just not super-svelte women don't enjoy sexing as much.
In addition to the video which includes a woman saying how losing weight makes her want sex more Birdie Jabour of the Guardian Australia received a weird promo in the mail: A special "mood light" to screw in before screwing.
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
The box reads:
Let’s be honest for a minute, sex is pretty damn fantastic. But if you’ve ever felt self-conscious in the sack you’re not alone – we’ve heard that more than half of women have avoided sex because they were worried about how they look.
This globe is a ‘mood light’ designed to give you a little boost in the bedroom (a PG sex toy, if you will). We hope it helps you start seeing yourself in a new light – to love how you look and love how you feel.
TL;DR You need to change how you see yourself, be it with a lightbulb or weight loss.
The internet sees through the ploy.
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
@bkjabour let's be honest for a minute. Marketing your product by targeting self-esteem is pretty. damn. appalling.— Dom Knight (@domknight) October 14, 2016
Sadly, making women feel bad about themselves so they buy things has literally sustained economies for centuries.
But by now, women have caught on, and brands are going to have to try harder to be cleverer.