In 2008, McCann Digital launched a new social media campaign for Bacardi Breezers, aimed squarely at women who accessorize and drink girly drinks which taste like sweat. Want to look amazing this summer? Why not spice up your wardrobe with an ugly girlfriend? Keeping her by your side makes you "the most desirable piece of meat on the grill," so why not choose from a range of situations and pick the ugly friend most suited to your outings.
I half suspect that this might've been a poorly thought out, local viral; Lucy's number (above, +972 3 606633) doesn't work. Also, who would put a country code (and miss out the local "03" for Tel Aviv) at the front of a telephone number when the target market is squarely within Israel's borders? While there was a Facebook page in Hebrew and a dedicated bilingual landing page, it seems like someone who didn't have the sense before this was kept live had the sense after this weekend's backlash (went the English-speaking blogosphere picked it up) to take it down.
For those of you looking to pair up with Sally, whose "97 kilograms of femininity, strength and double chins" can help you get play on the beach, I'm afraid you're out of luck.
