Absinthe Positioned As Ultimate Panty Remover

Writing on Customer Experience Strategy, Karl Long wonders if this promotion for Absinthe is aligning itself too closely with date rape. While alcohol has always positioned itself as a social lubricant, the imagery on the landing page of this promotion with the image of a woman covering her crotch and the tagline, "the ultimate panty remover," sends a much stronger message.

Long questions the approach writing this promotion seems "to have taken the position that absinthe could be the new 'Roofy' with this recent campaign. Now I say they 'seem' to have taken the position, but this may be one of those unfortunate marketing choices, that seemed like a good idea in the pitch meeting, but in the cold hard light of day, sounds far worse than intended." Perhaps crossing some sort of line here, the campaign and the tone of its landing page do take on a bit of a humorous, cheeky tone so maybe there's benefit out doubt to be given here.