The launch, which attracted protests from feminist groups, was supported by a nostalgia-invoking PR drive from Mischief PR. The centrepiece of the campaign was the recreation of the iconic 1960s photo featuring Hugh Hefner stepping off a plane in London flanked by a bevy of 'bunnies'.
HOW I SEE IT - NIK DONE, CO-FOUNDER, UNITY
The thing about Playboy is it hasn't really evolved. Back in its heyday, it was all about the big man and his bunnies. Half a century later and, well, not much has changed.
The recreated airport photocall plays on the nostalgia of the brand, harking back to happier times when a busty beauty in a bunny suit was quite saucy and Hugh looked still capable of a fun night in. But it also highlights the cruel mistress that time can be. Neither Hugh nor Playboy have aged gracefully - and you wouldn't expect them to. But you would expect them to try to connect to their audience in a way that means something more in this day and age.
The women's groups have been a fortunate addition to the story narrative, giving it oxygen, but I'd be interested to see how many 'young' people the club actually hosts. I fear the brand, like its founder, has seen better days - MISS.