18 Aug 2011

Red card for abstinence during Cup campaign

9:47 pm on 18 August 2011

Telecom has ditched a campaign urging fans to abstain from sex during the Rugby World Cup in support of the All Blacks.

The company's BlackingBlack brand planned to launch a tongue-in-cheek campaign fronted by former All Blacks captain Sean Fitzpatrick next week.

But the idea has been given the red card by fans, marketing experts and Prime Minister John Key.

On Wednesday night, Telecom vowed to continue with the campaign despite the criticism, but has had a change of heart.

In a statement on Thursday morning, Telecom's retail chief executive Alan Gourdie says it tried to strike a humorous tone, but admits the company got it wrong.

Mr Gourdie says Telecom misjudged public feeling and apologises for causing any offence.