Cherry cupcakes and chocolate gateau are censored as "forbidden pleasures" in racy new series of sugar ads


Cherry cupcakes and chocolate gateau are censored as 'forbidden pleasures' in racy new series of sugar ads

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UPDATED:

18:42 GMT, 2 October 2012

A new ad campaign for Sugar In The Raw, a brand of all-natural sugar and a zero-calorie sweetener, has given a new, literal, meaning to the term food porn.

A chocolate cake, titled a 'forbidden pleasure,' is photographed and purposely pixelated, with the words 'enter here' provocatively placed below.

Cupcakes are decorated with cherry 'nipples,' which are also censored, their shape supposed to represent a pair of breasts.

Provocative symbolism: Cupcakes are decorated with cherry 'nipples,' which are also censored, their shape supposed to represent a pair of breasts

Provocative symbolism: Cupcakes are decorated with cherry 'nipples,' which are also censored, their shape supposed to represent a pair of breasts

Temptation: The new ad campaign for Sugar In The Raw, a brand of all-natural sugar and a zero-calorie sweetener, has given a new, literal, meaning to the term food porn

Temptation: The new ad campaign for Sugar In The Raw, a brand of all-natural sugar and a zero-calorie sweetener, has given a new, literal, meaning to the term food porn

Using the brand's own wording, In The Raw, the sugar company cheekily uses 'forbidden' dishes to arouse a desire for sugar-heavy foods – essentially using the glorification of food as a substitute for sex.

The overt and interactive Sugar In The Raw concept enables users to click on a chosen pixelated
picture, much like one would when clicking to see censored porn.

Using a cursor titled 'slide for a proper peek,' the brand's Au Natural app on Facebook allows people to turn the treats from 'censored,' to 'au natural'.

The ad features other double entendres like 'ready for some afternoon delight' and 'The Hottest Au Natural Amateur
Photos On The Web!'

A new ad campaign for Sugar In The Raw, a brand of all-natural sugar and a zero-calorie sweetener, has given a new, literal, meaning to the term food porn.

Arousing an appetite: A chocolate cake, titled a 'forbidden pleasure,' is photographed and purposely pixelated, with the words 'enter here' provocatively placed below

Arousing an appetite: A chocolate cake, titled a 'forbidden pleasure,' is photographed and purposely pixelated, with the words 'enter here' provocatively placed below

Full disclosure: The chocolate cake is revealed in all its glory in the next image

Innuendos: Using the brand's own wording, In The Raw, the company cheekily uses 'forbidden' dishes and overt sexual symbolism to arouse a desire for sugar-heavy foods

Innuendos: Using the brand's own wording, In The Raw, the company cheekily uses 'forbidden' dishes and overt sexual symbolism to arouse a desire for sugar-heavy foods

Innuendos: Using the brand's own wording, In The Raw, the company cheekily uses 'forbidden' dishes and overt sexual symbolism to arouse a desire for sugar-heavy foods

Users can then upload their own 'food porn' images which appear on the Au Natural app for other Facebookers to play peek-a-boo with – a clever and cost effective campaign strategy, using the public's own images to sell the Sugar In The Raw brand.

Advertisers have always said that sex
sells, and it seems like there have been a lot of alcohol ads pushing
the envelope in the last few years.

Bailey's liquor released ads titled
'Listen To your Lips' which showed drops of Bailey's landing on a pair
of pink-parted lips. The ad agency said they wanted to create a 'sensual
but not overtly sexual' interpretation of the 'Bailey's taste
experience.'

Skyy Vodka also
produced a series of print ads featuring two young women's lips and
provocatively placed cherries over a bottle of vodka, its aim to
insinuate fellatio.

Double entendres: The ad features words like 'ready for some afternoon delight' and 'The Hottest Au Natural Amateur Photos On The Web!'

Double entendres: The ad features words like 'ready for some afternoon delight' and 'The Hottest Au Natural Amateur Photos On The Web!'

Double entendres: The ad features words like 'ready for some afternoon delight' and 'The Hottest Au Natural Amateur
Photos On The Web!'

Interactive: Users can upload their own 'food porn' images which appear on Sugar In the Raw's new Au Natural app on Facebook

Interactive: Users can upload their own 'food porn' images which appear on Sugar In the Raw's new Au Natural app on Facebook

Unveiled: Using a cursor titled 'slide for a proper peek,' the brand's Au Natural app on Facebook allows people to turn the treats from 'censored,' to 'au natural'

Unveiled: Using a cursor titled 'slide for a proper peek,' the brand's Au Natural app on Facebook allows people to turn the treats from 'censored,' to 'au natural'


Food porn: The hunger-inducing interactive and overt ad campaign is set to be popular with sugar-loving consumers

Food porn: The hunger-inducing interactive and overt ad campaign is set to be popular with sugar-loving consumers

Food porn is a relatively new term, which appears to have been coined by the feminist critic Rosalind Coward in her 1984 book Female Desire.

She writes: 'Cooking food and presenting it beautifully is an act of servitude…That we should aspire to produce perfectly finished and presented food is a symbol of a willing and enjoyable participation in servicing others.

'Food pornography exactly sustains these meanings relating to the preparation of food. The kinds of picture used always repress the process of production of a meal. They are always beautifully lit, often touched up.'

In the U.S., food porn is regularly used to describe an instance where 'food manufacturers are capitalising on a backlash against low-calorie and diet foods by marketing treats that boast a high fat content and good artery-clogging potential'.