Fabletics, a fashionable activewear brand co-founded by actress Kate Hudson, recently made headlines for bleeping a word in its ad campaign. The spot takes a swing at high-priced competitors like Lululemon and bleeps out the word "butt"—although some viewers assumed the brand was bleeping the word "pussy."
The profanity mix-up in the spot, which was created by parent company JustFab's in-house team, wasn't planned, but it actually plays into Fabletics' strategy. Since launching two years ago, it has been using humor to position itself as an approachable yet stylish activewear brand.
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