Bacardi Urges Women to Get Ugly Friends

Ad Targets WomenVia Jezebel.

WTF!  Bacardi Breezers has a great ad campaign (please read this with the necessary sarcasm that I hope is dripping off the page) that encourages women to drink Bacardi Breezers at bars, beaches, or BBQs  in the company of "an ugly girlfriend", so they can look more attractive by comparison. Great advice from perhaps the most misogynistic company on the face of the earth? I'm not so sure. More than likely, it is just an ill-thought out ad campaign that will hopefully turn around and bite Bacardi in the ass. (Pardon my language)

The ad was designed by an Israeli ad agency in both English and Hebrew. For those speaking Hebrew, there is an accompanying Facebook group (with mostly Hebrew text) , 91 current members, and some badly written English, "Wanna look amazing this summer? Get your hands on the hotness-boosting acceossory now: An Ugly Girfriend!" The Facebook page has a link to a special Bacardi Breezer website with an equally offensive site name: www. ugly.co.il (Unfortunately, the site is mostly in Hebrew, but is definitely worth a look anyway.)

The implications of this are frightening. First, there is the fact that unattractive women are being called "accessories" for their more attractive friends. Sure, I've had many friends around me that I would definitely consider as more attractive than I am, but I naiively never realized that I was possibly little more than a belt or pair of earrings in their eyes. And, second is the emphasis on targeting young women who more than likely are already insecure about their appearance. I'm thinking this ad campaign was probably pitched by some 20-year-old male hot-shot thinking he was more than clever. I'm also wondering if  the hidden implication is that getting more than slightly inebriated on Bacardi Breezers will also make you more attractive to the opposite sex as well?


I guess I've been wrong for choosing my companions and friends for their loyalty, intelligence, and sense of humor all these years. Since I'm too lazy to diet, have no chance in hell of looking fan-frickingtastic next to a high-maintenance be-atch, I guess I'll have to get myself an ugly girlfriend to pal around with to improve my luck with the weaker sex. I'll be sure to start contacting modeling agencies for the numbers of those in the "before" pictures so I can look, oh so much better in comparison.

All joking aside, seriously, Bacardi. I hope the word gets out about this and women start boycotting your products.