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Raunchy pillow to boost Swedish book sales

Clara Guibourg · 18 Jul 2011, 13:26

Published: 18 Jul 2011 13:26 GMT+02:00

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Customers who buy both books from publishing house Pocketförlaget, "Men vi knullar ju ändå inte" (literally: "But we don't fuck anyway") by Ann Söderlund and "Vips så blev det liv" (literally: "Suddenly there was life") by Bob Hansson, are given a pillow with the word "yes" printed on one side, and "no" on the other.

The idea is that users can use the pillow to reflect whether or not they're in the mood for romance.

"We thought we'd facilitate bedroom communication a bit," said Gergö Wolmestad, the project leader at Dorian Mabb, the advertising agency behind the campaign.

"Since the books' themes are linked, and we also wanted to do something that would stand out in a fun way that could also create attention for the books, we struck upon the idea of a pillow that clearly states your attitude, depending on which side is turned up," Wolmestad said to The Local.

According to Wolmestad, the unusual campaign with a carnal twist has already proven effective, even ahead of the books' launch.

Story continues below…

"We've already had some inquiries about the pillow and Pocketförlaget has been asked about the books, and that's always fun," he told The Local.

Clara Guibourg (clarabara@hotmail.com)

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Your comments about this article

15:26 July 18, 2011 by iammucow
The product is far less interesting than what the headline and first sentence led me to believe.
17:37 July 18, 2011 by David S
So who wants to throw a few bucks in and buy a set for Julian Assange?
23:01 July 18, 2011 by J Jack
It's not difficult to spin the pillow for consent if ones head is not to heavy
05:58 July 19, 2011 by Da Goat
I guess if Julian A is pokeing about you need to flip it over before you nod off to sleep! just to be sure LOL!
09:29 July 19, 2011 by Pont-y-garreg
I suggest you remove the word "f*ck" from your headline.

It is generally considered offensive.

The word is not the equivalent of the Swedish knulla.

Such a product would almost certainly not be branded with this word in the UK.

And newspapers would not refer to it as such.

It would most likely be called a "Love Pillow".

To emphasise the point, your paper clearly thinks it offensive too.

When I tried to post this with the full word included, the filter told me it was not allowed as it was "profane".

If I am not allowed to post the word here, why is your paper allowed to used it in a headline?

I expect an answer.
09:51 July 19, 2011 by stenhuggaren
something tells me you will be ignored as usual Pont, you pompous arse (ooh, they let that one pass...)
13:20 July 19, 2011 by Swedesmith
I used to have one of those as a kid. Then I grew up and found women.
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