Company founder Alexandre Maisetti said that the attention-grabbing campaign has done just that and little else.
The campaign, which features models engaged in hardcore sex acts on SexPacking.com — the company’s promotional site — has drawn nearly 2 million visitors from 117 countries.
"The first goal wasn't to sell directly; it was to develop notoriety," Maisetti said. "We will see next season if people like the brand."
According to Maisetti, the campaign has drummed up a lot of positive attention for the brand in France.
"A lot of people accept it," Maisetti said. "They are surprised, but not shocked."
While Shai may have succeeded in drawing attention to its new brand, many American retailers doubt that ads featuring nudity — let alone hardcore content — will take hold in the U.S.
American Apparel advertising executive Alexandra Spunt said her Los Angeles-based company probably wouldn’t choose such an overtly sexual campaign.
"It wouldn't go over very well in the States," Spunt said. "I don't disagree with combining the mediums of porn and advertising and the Internet. I just like keeping a little bit of mystery. Often that's a little bit sexier."
