• 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

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
Elderly Swedish man stripped of his 35 cats

Elderly Swedish man stripped of his 35 cats

The County Administrative Board of Skåne has decided to confiscate the 35 cats of an 81-year-old man who was forbidden from having more than nine of the furry felines. READ  

Wild weather set to strike Sweden anew
Photo: TT

Wild weather set to strike Sweden anew

With Sunday's thunderstorm reported as the worst of the year so far, Sweden is bracing for round two on Monday as meteorologists predict more of the same. READ  

Swedish suicide rates hit 25-year high

Swedish suicide rates hit 25-year high

Last year 1,600 people in Sweden took their own lives - the highest number since 1989. READ  

Thunderstorms replace Swedish heatwave
The Viking Lines ferry pictured was ripped away from the dock as a result of the storm. Per Gustavsson / TT

Thunderstorms replace Swedish heatwave

UPDATED: The Swedish summer was brought to a halt on Sunday as thunderstorms caused chaos in Stockholm with further inclement weather forecast for the week ahead. READ  

Cops search for dead woman's partner
Police carry out a technical examination following the discovery of a woman's dead body in Ystad on July 26th 2014. Photo: Johan Nilsson/TT

Cops search for dead woman's partner

Police in southern Sweden are eager to speak to the partner of a 43-year-old woman who was found dead in an apartment on Saturday. Elsewhere in the south a 26-year-old man was arrested in Malmö on suspicion of carrying out a string of shootings. READ  

Gaza crisis delaying case of murdered child
Protesters gather in Malmö for a pro-Gaza demonstration on July 26th 2014. Stig-Åke Jönsson / TT

Gaza crisis delaying case of murdered child

The ongoing conflict in the middle east is delaying the investigation into the death of an 8-year-old girl who was found dead in Sweden in May. Meanwhile, over a 1,000 people attended a pro-Gaza march in Malmö. READ  

Politician reported for selling 'negro ball'
A selection of Swedish chocolate balls. Leif R Jansson/TT

Politician reported for selling 'negro ball'

UPDATED: The Afro-Swedish national association has reported Swedish politician Eva Sidekrans to the police for selling chocolate balls labelled as "old fashioned unprejudiced negro ball" saying it incites racial hatred. She has since apologized. READ  

'Dead' Swede's damages claim killed off

'Dead' Swede's damages claim killed off

A 36-year-old woman in central Sweden who was listed as deceased by the tax office has lost her claim for damages after the Chancellor of Justice rejected her demand for compensation. READ  

Five dead in 'black Friday' drownings
A life ring pictured in Stockholm. Maja Suslin/TT

Five dead in 'black Friday' drownings

Five people died in drowning related incidents on Friday, further raising the death toll of those lost in the water in July. READ  

Swedes insist EU prioritize environment

Swedes insist EU prioritize environment

An EU public opinion poll released on Friday revealed that Sweden is the only nation which thinks the environment should be a top priority for the union. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
Top ten Swedish taboos
Society
Seven-year-old Swede cycles to Berlin
Politics
'Gaza conflict needs help, not empty rhetoric'
Society
Swedes voted 'most beautiful' in the Nordics
Business & Money
Sweden demands EU clarity on Bitcoin tax
Blog updates

27 July

Approaching Stockholm (Around Sweden in a kayak) »

"I woke up in the comfort of my own little cabin on Eva and Rolf’s boat, it was 7:30am and I was feeling a bit groggy after a couple of beers with all the lovely locals the night before. The previous day had really taken its toll on my body and I was very stiff and..." READ »

 

24 July

Sharing our Pride: Celebrating Love & the LGBT Community! (Stockholm in my American Heart) »

"It’s mid- July in Stockholm, and with much of the city on vacation, things can seem a little quiet – the streets, the bus, and the grocery store. One thing that has not paused for a summer break, though, is preparation for Stockholm’s Pride Festival, which will take place from July 28 to August 2...." READ »

 
 
 
National
Swedish organic sales enjoy 'amazing' growth
Photo: Johan Nilsson/TT
Society
What's On in Sweden
Gallery
People-watching July 23
National
Swedish cops elect not to shoot 'angry elks'
Business & Money
New alcohol retail rules threaten micro-breweries
Gallery
People-watching Båstad
Business & Money
Sweden falls to third in global innovation index
Society
Swedish ornithologists keep webcam watch
Photo: Andreas Nordström/Image Bank Sweden
Gallery
Top ten Swedish beach hot spots
Tech
Swedish Wiki vet sets new content record
Photo: Fastighetsbyrån
Lifestyle
In Pictures: The Local's Property of the Week
Photo: Finest.se
Gallery
People-watching July 15-16
Photo: Ola Ericson/Image Bank Sweden
Society
What's On in Sweden
Photo: Lisa Mikulski
National
Hope springs eternal for expat pet shop owner
Gallery
Princess Estelle steals limelight at mum's birthday
National
Swedes risk infants' lives by covering up prams
National
Swede runs for office just using Bitcoin funds
Gallery
People-watching July 11-13
Sponsored Article
Introducing... Your finances in Stockholm
Sponsored Article
Introducing... Housing in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

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 Denmark

More news from Denmark at thelocal.dk

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

723
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
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se