Sweaty Betty Faces New Dispute Over Advertising Slogans

In recent developments, Sweaty Betty has come under scrutiny for its advertising slogans, sparking a dispute with Nixi Body. The controversy centers around similar marketing messages utilized by both brands in the femtech and maternity sectors.

Sweaty Betty’s Advertising Controversy

Ms. Newton, co-founder of Nixi Body, expressed concern after discovering Sweaty Betty had appropriated phrases from her company’s advertising. Nixi Body is known for its leak-proof period underwear and has long used the tagline, “Keeping you moving through menstruation, motherhood and menopause.”

Late last year, Ms. Newton became aware of Sweaty Betty’s similar advertisement for maternity leggings featuring the line “Keeping you moving through menstruation, maternity, and menopause.” Initially, she thought it was a coincidence but grew frustrated by the similarity.

Changes to Advertising Slogans

Following this realization, Sweaty Betty altered its tagline to “Menstruation. Maternity. Menopause. Together we’re raising the bar for every woman, for any life stage.” However, Ms. Newton continued to notice parallels, particularly in another campaign where Sweaty Betty used the phrase “No ifs. Just butt.”

Although these slogans are common phrases and not trademarked by Nixi Body, Ms. Newton acknowledged that it felt disheartening. While legally permitted to use these terms, she maintains that they are phrases that her brand has utilized for several years.

Personal Trainer’s Testimony

Another layer to this dispute involves personal trainer Ms. Cox. She revealed that Sweaty Betty approached her last month, offering £4,000 for confidentiality regarding the phrase “Wear The Damn Shorts.” This slogan, created in collaboration with her sister in 2020, gained popularity quickly.

• 2020: Ms. Cox creates “Wear The Damn Shorts” slogan.
• 2023: Sweaty Betty approaches Ms. Cox to use the slogan for a campaign, paying her £3,500.
• 2024: Additional compensation received for another campaign featuring the slogan.

However, Ms. Cox was not consulted for the recent use of the slogan in Sweaty Betty’s latest campaigns, leading to her public disclosure of the situation.

This series of events highlights ongoing concerns in the advertising industry regarding the ownership and originality of branding phrases, particularly within the competitive realms of femtech and maternity products.