• Sweden edition
 
Björn Borg set to drop undies on North Korea

Björn Borg set to drop undies on North Korea

Published: 15 Oct 2013 07:15 GMT+02:00
Updated: 15 Oct 2013 07:15 GMT+02:00

Residents of Pyongyang may soon find themselves taking cover as Swedish underwear brand Björn Borg prepares to 'love-bomb' the North Korean capital with 450 pairs of underwear as a part of its 'weapons of mass seduction' campaign.

The Drop is part of the company's autumn campaign 'Björn Borg Says JA! to Weapons of Mass Seduction'. The weapons in question are, unsurprisingly, Björn Borg underwear.

"We wanted to create a way to spread our campaign, these weapons of mass seduction we have," Jonas Lindberg Nyvang, marketing and communication manager of Björn Borg, told The Local. "We wanted to do it in an online way where people could nominate a place in the world, a place in need of love and seduction. And we're dropping 450 pairs of underwear on the winning location."

On Wednesday the campaign website experienced a traffic surge from South Korea. Overnight the site received over 100,000 unique visitors from the country – and over 25,000 votes to 'bomb' North Korean capital of Pyongyang with sexy Swedish underwear.

"We don't know if Pyongyang will win," Nyvang told The Local on Monday, with 16 days left of the campaign. But right now the chances are 25 to 1, with a Swedish university in second place with a meager 1,000 votes.

IN PICTURES: Have a look at Borg's ace tennis career in pictures

The company has stated that the drop, set to take place on October 31st, will go on if North Korea wins - if at all possible.

"We have honestly no idea on how to drop our underwear over North Korea, but we have started looking into if there is a way," global marketing director Lina Söderqvist said in a press statement. "If they win, we will of course do everything that we can to send some love and seduction to the North Koreans."

About 70 percent of The Drop's traffic right now is from South Korea - a remarkable number given that the company hasn't done any campaigning in the country.

"We haven't done any marketing to South Korea, we don't even have distribution there. It just happened," Nyvang told The Local. "There must have been some serious interest in love-bombing North Korea. The internet moves in mysterious ways."

After South Korea the country with the most votes is Sweden, with Chalmers University of Technology in Gothenburg in second place, and the Swedish Left Party (Vänsterpartiet) in third.

"The motivation for the nomination of Chalmers is that there are lots of students who desperately need some proper seduction skills," Nyvang told The Local. "And the Left Party is the least sexually satisfied political party in Sweden. We can't help you win the next election, but we can help you in other areas," he added with a laugh.

Solveig Rundquist

Follow Solveig on Twitter

Don't miss...X
Left Right

Your comments about this article

Today's headlines
Three rescued after cruise ship sinks boat
Rickard Rundgren Björk of the coastguard services speaks to the media after the rescue operation on April 19th 2014. Photo: Maja Suslin /TT

Three rescued after cruise ship sinks boat

Three Saturday morning sailors had a lucky escape after their small boat collided and sank after it crashed into a cruise ship whilst sailing in the Stockholm archipelago. READ () »

Missing Swede found alive and well in UK
Sofie Marie Jansson. Photo: Metropolitan Police

Missing Swede found alive and well in UK

British police have found the missing Swedish girl Sofie Jansson in London, exactly a week after she was last seen, with authorities saying she is doing well. READ () »

Social Democrats make tax pledge to elderly

Social Democrats make tax pledge to elderly

Sweden's opposition party have stepped up its efforts to secure the pensioner vote by pledging to lower taxes for the elderly and make higher earners pay more. READ () »

Malmö Nazi attack victim on the mend
Showan Shattak pictured in Malmö before his attack. Photo: Facebook

Malmö Nazi attack victim on the mend

The 25-year-old man, whose stabbing by neo-Nazis sparked mass demonstrations across Sweden, has made a strong recovery in hospital and took to social media to thank supporters for campaigning against fascism. READ () »

Police seeking missing Swede in London

British police have issued a plea for tips in the search to find Swedish national Sofie Marie Jansson who hasn't been seen for almost a week. READ () »

University applications rocket to record high

University applications rocket to record high

Swedish universities continue to draw vast amounts of applicants with the number of prospective students seeking a third level education increasing for the seventh year in a row. READ () »

Man jailed in US over Lars Vilks murder plot
Swedish artist Lars Vilks pictured in New York in 2012. Photo: Linus Sundahl-Djerf/TT

Man jailed in US over Lars Vilks murder plot

American authorities have sentenced a 20-year-old accomplice of 'Jihad Jane' to five years in prison for an attempted terror plot to kill Swedish artist Lars Vilks, after getting involved with the murder plans when he was a teenager. READ () »

Sweden scraps 'new start zones' after EU input
Integration Minister Erik Ullenhag visits a school in Tensta, one of the neighbourhoods mentioned when he and his colleagues first floated the new start zone proposal. File: TT

Sweden scraps 'new start zones' after EU input

Sweden has abandoned a plan to ease taxes for small companies in blighted areas after the European Commission challenged its legality. READ () »

'Easter eggs an invitation to spread germs'
A typical Swedish Easter egg. Photo: Jessica Gow/TT

'Easter eggs an invitation to spread germs'

A Swedish microbiologist has warned that traditional Swedish Easter eggs laden with candy are an open invitation to the spread of bacteria and viruses. "Is this really a good idea?" he asked. READ () »

Jammed truck snarls Stockholm rush hour
Photo: Anders Wiklund/TT

Jammed truck snarls Stockholm rush hour

PICTURES: A truck got wedged inside a tunnel in central Stockholm on Thursday, with authorities concerned the accident may have damaged cables in the tunnel's ceiling. READ () »

RECEIVE OUR NEWSLETTER AND ALERTS
Society
Swedish supermarket Ica pulls contested Easter commercial off air
Kungahuset
Society
Swedish royals set baptism date for princess
finest.se
Gallery
People-watching April 16
Politics
Who's the prime minister's heir?
Alfie Atkins
Society
Are children's books the key to families integrating in Sweden?
National
'Sweden Dem protests cater to party's martyr image'
National
'Swedish research grants were fantastic, but now it's like Australia'
Society
Only in Sweden: The ten problems you'd never encounter elsewhere
National
Swedes stopped to take my picture, but didn't look me in the eyes
Business & Money
A swipe of the hand replaced cash and cards in Lund
YouTube
Features
Video: Oliver Gee finds out how to embrace The Swedish Hug
TT
National
Abba duo hints at reunion
Advertisement:
Private
National
Flash mobs hug it out across Sweden
Finest.se
Gallery
People-watching April 11-13
TT
Politics
Swedes to give six-hour workday a go
TT
Society
Aussie choir member wows Abba in Sweden
YouTube
Society
Stockholm magic a surprise YouTube hit
Fastighetsbyrån
Society
Gallery: The Local's Property of the Week
Private
Society
Swedes find 200-year-old gravestone in living room
Stockholm School of Economics
Sponsored Article
Why a bachelor's degree is no longer enough
Deepti Vashisht
Features
Deepti Vashisht dissects the magic of Sweden's personal ID number
Shutterstock
Society
Ten signs you've been in Sweden too long
Society
Jimi Fritze heard every word when doctors discussed taking his organs
Society
A Swedish farmer explains why the new bestiality ban is 'pointless'
ESL
Sponsored Article
Learning Swedish the easy way
Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Blog Update: The Diplomatic Dispatch

28 October 15:16

The Green Growth Group Summit »

"Today on the 28 October in Brussels, a large group of key EU Ministers and business people, including UK Secretary of State for Energy and Climate Change Edward Davey, and Swedish Environment Minister Lena Ek, will meet to discuss green growth. They all have a stake in resolving a challenge which, although it is crucial..." READ »

749
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com