to a high level of negative comments.

 

Brand: Calvin Klein Obsession Perfume
Magazine: Mademoiselle
Date: June 1991

When this ad ran in Mademoiselle Magazine, one woman's reaction was “Use Obsession for a great sex life. I used it and nothing happened. I'm not having a great sex life.”

There were almost 3 times as many negative comments about the ad (57%) as positive (20%). Some negatives were mild, such as, “It's a silly picture.” Some were stronger, “Maybe a naked woman and a naked man prefer Obsession. It was obscene; there's nothing about love, purely physical pornography. Absolutely useless for selling perfume.”

G&R tested ad in Mademoiselle, February, 1991.