Last updated: September 2007
Sweden’t like it

The Swedes aren’t usually considered prudish, but they have got a little hot under the collar about a competition to find the world’s most beautiful bum.

The contest launched by German underwear company Sloggi has been slammed by the Swedish media for its ‘pornographic’ event.

A spokesperson for Sloggi said, “Alas, our goal of finding the most beautiful backsides has been misunderstood by certain sections of the media in Sweden.”

Several newspapers attacked the competition in which Sloggi is inviting women and men to send photographs of themselves in their underwear which would then be put to an internet vote.

“Although we are convinced that the complaints do not reflect reality, we respect the opinions of others,” the company said.

Mads Byder from Sloggi said that several buyers had called up about the campaign but did not really express outrage.
“They were asking questions (like) why Sloggi was promoting underwear like this, they were not complaints as such,” he said.

The UK leg of the ‘Show Me Your Sloggi’ competition was launched at the V Festival in August.
The winner of the competition will win a modeling contract with the cheeky underwear firm.