Unilever Urges Germans: 'F*** The Diet'
Ad Age, Wednesday, April 11, 2012 10:55 AM
The company is running a mainstream campaign created by Ogilvy in that country using the English tagline, “Fuck the Diet.” It encourages frustrated dieters to eat as much as they like of its Du Darfst products, claiming the low-calorie line will help them lose weight without feeling as if they are on a diet. Du Darfst translates to “you may.” The brand’s website is replete with references using the expletive.
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