sex(ism) sells

BIPA, a cosmetic and household goods chain – BIPA is short for BIllige PArfümerie, literally: cheap perfumer – celebrated father’s day during the ongoing soccer frenzy. Customers received a set of cards plus whistle. To play “the” game. At home. 

The equivalent of soccer’s red says on the front “quiet!” and on the back “DARLING! Your lips are so sensual and beautiful. But did you know that they are most beautiful when you keep them closed?” A pink card reads “sex” on one side and on the other: “DARLING! You have distracted me for 90 minutes with your good looks. I’d be happy if we could declare the soccer game as foreplay and could get to it straight.” Finally, a yellow card with “beer!” on the front, states on the backside: “You have beautifully soigné legs: be so kind and fetch me a cool drink from the fridge, so I can see your elegant running style.” 

BIPA dubbed the package “Championship-Anti-Misunderstanding-Set.” 

Critical commentary by Austrian journalists Sibylle Hamann & Doris Knecht has apparently already yielded regret by BIPA’s all female marketing departmenton over possible “misunderstandings.”