Collective Shout supporters have alerted us to Supre’s latest advertising campaign. First, a topless girl advertising ‘jeggings’ on the back of a bus, followed by a highly sexualised television commercial.
Collective Shout supporter and admin Kate wrote about the jeggings ad on our site here.
Julie Gale of Kids Free 2B kids has written to Supre.
To the CEO,
Given that your target market is young to mid teen girls surely it’s time that you paid attention to the research and concerns expressed by leading child psychologists.
The current advertisement on TV might look like a bit of fun to your marketing team – but it is contributing to the continuing onslaught of harmful messages being sent to young girls.
ie: Their value comes from how ‘thin, hot and sexy’ they are.
Teenage girls alerted me to the ad shown on afternoon television and they were upset at the what message it was sending them and the younger girls watching.
Teenagers are currently experiencing unprecedented levels of anxiety, body image issue and eating disorders – and to this you are contributing.
The recent ad on trams featuring a topless model wearing jeggings is more of the same.
As were the slogans on your t-shirts last year which read – ‘Santa’s Bitch’, Pussy Power’ & ‘North Pole Dancer.’
Kids Free 2B Kids urges you to care more about your target audience and treat them with the respect and care they deserve.
Proactive action would be a responsible move.
I await your response.
As well as Supre’s history of selling sexualised shirts to little girls, Supre recently promoted and sponsored an underage dance party featuring singer Wynter Gordon, known for her song ‘Dirty Talk’ which includes the lyrics:
“I want to do some dirty things to you tonight, I want to fight all through the night, night, night”, and “love machine, by myself, climax, hot wax/S&M on the floor/ I like it hard core”.
This latest ad campaign is a continuation of Supre’s irresponsible marketing. Clearly they have learned nothing from consumer complaints, have defied common sense and have ignored the research surrounding the sexualisation of children.
Further, while the federal police go to great efforts to educate young people about ‘sexting’ Supre thinks it is ok to use a topless young woman to sell their products to a ‘tweenage’ market.
Complaints to the ad standards board about Supre’s jeggings print ad have already been dismissed. (no surprises there) Contact Supre and let them know what you think. Tell them why you won’t shop there and why you’re telling everyone you know that you’re boycotting Supre.