by Maggie Freleng
GoDaddy, the world’s largest domain-name registrar and web-hosting provider, has done an about face and nixed those provocative, and offensive ads with scandily clad women.
GoDaddy’s new approach comes after marketers and consumers debated how far was too far when it came to language and imagery in mainstream advertising. GoDaddy was characterized by buxom women called “GoDaddy Girls” and commercials filled with double entendres. And the online ads were even more NC17-rated than the TV versions.
The “GoDaddy-esque” ads are officially a thing of the past.
After the horribly offensive 2013 Super Bowl commercial and frequent exploitation of women to sell their products the company hit a low, provoking boycott campaigns.
It is about time GoDaddy shaped up.
After taking control of GoDaddy in January, CEO Blake Irving announced earlier in September a new brand strategy.
On the Super Bowl commercial, Irving said that this type of advertising is effective -- the Super Bowl commercial brought the company its biggest sales day in history -- but harmful at the same time and does not convey the GoDaddy message.
After Irving’s announcement GoDaddy released two new commercials that avoided exploiting women. So far, so good in the rebranding field.
Who knew it was so easy to cut out the misogyny?