Has PETA’s Advertising Gone Too Far?
Wednesday, December 12th, 2007
First they give us a vegan with Alicia Silverstone swimming naked in a pool in support of animal rights. Now they’ve gone on the attack against Mary-Kate and Ashley Olsen for wearing fur. Dubbing them the “Trollsen Twins,” and more specifically, “Hairy-Kate and Trashley,” PETA has seriously stepped up its provocative awareness tactics. But, is this effective?
We know that celebrities can help sell products, such as Guthy-Renker’s Proactiv. But do we really care whether or not they wear fur or support animal rights? Are Mary-Kate and Ashley Olsen as instrumental in halting the production of fur garments as those who actually make the business and distribution deals in the fur industry? The billboards featuring the Olsen twins that read, “Fur is worn by beautiful animals and ugly people” debuted yesterday in L.A., and will also run in magazines. In addition, PETA has launched a microsite with videos and interactive games, as well as a MySpace page for its “Trollsen Twins” campaign.
Has PETA gone too far? Or will this multichannel marketing effort prove effective?
-Pat Cauley, eMedia editor, Electronic Retailer Magazine
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