Compliments to Brazilian designer Lucia Lorio for arousing the interest of the world media by launching a new range of seductive lingerie, kitted out with a GPS tracking system.
The luxury women's underwear came under the media spotlight after people across the world got their knickers in a twist, describing it as nothing short of a chastity belt for insecure men.
The new Find Me If You Can collection, which comprises a lace bodice accommodating the GPS device, a bikini bottom and faux pearl collar, is designed for the modern, techno-savvy woman and retails from a cool £500.
Women are being urged to boycott the high-tech undies because they are a way for jealous men to keep tabs on their partners.
But the public outrage is instead set to trigger more sales as Lucia Lorio sees the impact from a wave of media attention.
It has also been a classic example of PR that we have seen time and time again and yet rarely fails to come up with the goods.
The technique is simply to put something potentially controversial into the public domain, wait for people to wade in with criticism and outrage and then cue masses of publicity.
And few advertising campaigns can compete with this winning publicity formula- unless, of course, they resort to the same PR tactics themselves.
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