Channeling consumers' frustrations with dieting, Unilever is running a mainstream advertising campaign by Ogilvy in Germany that uses the English tagline "Fuck the Diet."
The company is encouraging consumers to eat as much as they like of its Du Darfst products, claiming that the low-calorie line will help them lose weight without feeling as if they are on a diet. In German, Du Darfst means "you may."
The brand's website is covered in references using the expletive, and even encourages users to download a badge bearing the "Fuck the Diet" slogan. Du Darfst's Facebook page does not spell out the word but more discreetly says "F*** the Diet."
