If you believe that there's no such thing as bad
publicity, you might be able to find a branding opportunity following in the wake of the furor over the teddy bear naming in the Sudan. As a reminder: the Teddy Bear was named after American President T.R. Roosevelt.*
In Italy entrepreneur Maurizio Vitale took a bold step. An article in Time magazine November l983 quotes Vitale, then 38, "I decided to name my product after the biggest revolutionary in history." The president of the Italian sportswear company, Maglificio Calzificio Torinese, The product, Jesus Jeans, debuted in the early 1970s.“Noticing the popularity of blue jeans in Europe and the U.S., as well as the growing number of youthful so-called Jesus freaks, Vitale combined the two enthusiasms into a single product, and thus created Jesus Jeans. To advertise the new pants, he used billboards displaying curvaceous, jean-clad female bodies and slogans like-"Thou shall have no other jeans before me," and "He who loves me, follows me." The attention-grabbing campaign quickly spurred sales, despite protests from church leaders that the ads were blasphemous.”
Oh. The words appeared on the derriere of the model. On a beach she’d probably be tugging down the swimsuit to cover the—her—bottom. You can see the image here.
The auction on the “surplus teddy bear” had five days to go when it disappeared from ebay, and the bid was way over tw0-hundred USD this morning. The image has been removed, but you can still find it on jihad watch, here.
Here's one version of the story of how that happened--and an image of the cartoon: "On November 14, 1902, Roosevelt was helping settle a border dispute between Mississippi and Louisiana. During his spare time he attended a bear hunt in Mississippi. During the hunt, Roosevelt came upon a wounded young bear and ordered the mercy killing of the animal. The Washington Post ran a editorial cartoon created by the political cartoonist Clifford K. Berryman that illustrated the event. The cartoon was called "Drawing the Line in Mississippi" and depicted both state line dispute and the bear hunt. At first Berryman drew the bear as a fierce animal, the bear had just killed a hunting dog. Later, Berryman redrew the bear to make it a cuddly cub. The cartoon and the story it told became popular and within a year, the cartoon bear became a toy for children called the teddy bear.
Labels: Jesus Jeans, Magnifico Calzificio Torinese, Sudan, teddy bear, the Prophet,