Chrysler's Chief Disavows Support Of 'Lingerie Bowl'

Wall Street Journal ^ | 12/09/03 | Neal Boudette

[BurbankKarl]

AUBURN HILLS, Mich. -- DaimlerChrysler AG's Chrysler Group Monday tried to distance itself from a Super Bowl Sunday football game to be played by women in lingerie, after coming under fire for sponsoring an event some have called sexist. The car maker also reached an agreement with the event's producer to focus marketing activities on the athletic side of the game.

[ppaul]

[BurbankKarl]

"You call that a Hemi???"

[BufordP]

YEEHAH!

[BurbankKarl]

Julie Roehm

[finnman69]

Are they playing the game on a big mat covered with baby oil? Cuz then I might watch.

[Prime Choice]

Who's gonna be the ref? Bubba?

[finnman69]

And how can they have 7 on 7 with 14 Tight Ends?

[Hildy]

We've come a long way...baby.

[BartMan1]

ping for later perusal...

[BurbankKarl]

What is the next ad tag line?


Put a Dodge in her garage?

[talleyman]

Bump-Bump! Can't wait to see the first flag for unsportsmanlike cleavage...

[tom h]

"And how can they have 7 on 7 with 14 Tight Ends?"

Thanks for giving me a good laugh! You almost exposed me to the other folks on my conference call!

[BurbankKarl]

Julie Roehm, the company’s director of marketing communications, says she is responsible for the Dodge Lingerie Bowl sponsorship but that the event has been incorrectly characterized.

Asked who signed off on the event, Roehm says, “I did. I also reviewed it with George (Murphy, senior vice president of global brand marketing).”

Roehm says she presented the Lingerie Bowl to Murphy the way the event was presented by its producers, Horizon Productions Inc.

“(The models/players) were chosen based on athletic ability although they obviously were already beautiful people,” Roehm says. “What they presented to us is that it is an opportunity to show that women can play the game and learn the game.”

“They have been training two times a week for the past several months. They’ve got real coaches,” Roehm says.

[BurbankKarl]

“They have been training two times a week for the past several months. They’ve got real coaches,” Roehm says.

[VetoBill]

This is a great idea... the next coach at Nebraska has a bowl lined up for the Cornhuskers next season.

[goldstategop]

The Victoria's Secrets Bowl. Film at 11.

[ABG(anybody but Gore)]

Beer Party at Dog's house ping! ;)

[Dog]

Hot diggety..

[AgThorn]

I complained, as requested and got the following reply ...

Dear William:

Thank you for your email regarding Dodge's sponsorship of the Lingerie
Bowl during half-time of Super Bowl XXXVIII.

Dodge appreciates your viewpoint, as well as those of our entire diverse
customer base. Please be assured that your input is valued, will be
documented and made available to our marketing and advertising
departments.

There has been some confusion regarding Dodge's sponsorship of this
pay-per-view event. The confusion may have developed as a result of
some of the promotional images used on the event promoter's, Horizon
Productions', website. Contrary to what appears there and what has been
reported by some publications, the players will wear all appropriate
football protective gear, including helmets, shoulder pads and athletic
apparel.

They will not play in lacy lingerie. They will play with NFL rules, on a
regulation NFL or Arena Football League field with professional
referees.

Lingerie Bowl refers primarily to the professional makeup of the
competing teams and to the fashion show included in the pay-per-view
broadcast. This represents a fun Super Bowl half-time entertainment
choice.

Thank you again for taking the time to express your opinion.



NOTE: Please do not use the 'Reply' function of your email system. If
you have a need to respond to this message, please visit us at our reply
form (link provided below). Our system is NOT able to accept any emails
at this address.

For any future communications related to this email, please refer to the
following information:
REFERENCE NUMBER: 11893368
REPLY LINK: http://www.chrysler.com/wccsapp/wccs/brand_forms/us/reply.jsp?trk_ID=KMM626802C0KM&

Sincerely,

Robert Clark
Senior Staff Representative
DaimlerChrysler Customer Assistance Center


Original Message Follows:

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Form Selected:

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Category: US Customer Service
Brief Description:

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what type of customer are you trying to attract?
Comments:

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I am not a Dodge owner but am shopping for a truck and your Dakota is
attractive. However, I have just been made aware of your upcoming
sponsorship of a "linguirie bowl" during half time of the upcoming
superbowl, featuring 14 scantily clad women during prime TV hours.

I
have to ask "What kind of customer is this supposed to bring you?" Do
you
really think this will increase your marketshare? Retain current Dodge
owners who might otherwise be shopping for a substitute? I don't see
it.

I can tell you that I for one, and I believe a good number of
others, will be removing "Dodge" and other Chrysler products from our
shopping list if your company goes forward with such a sponsorship.

Sender Information:

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Title: Mr.
First Name: William
Middle Initial: D
Last Name: Silverthorn