Merisant, A l'ecole on m'appelait Bouboule

This advertisement for sweeteners published in gay magazine Têtu shows a very thin young man wearing nothing but a tight bathing suit/underwear, and is roughly translated as "At school, they call me fatso." ("Bouboule" is a
childish way to say boule, or "ball.")

The campaign was illustrated by Edmond Kiraz, a well known designer, who published a lot of cartoons in famous French magazines like Paris Match.

"For a long time, we tried to convince the client to be interested in gays, who take care of their body and their appearance," explained to CitéGay Valerie Lombard, responsible for the Canderel budget at Young & Rubicam. "It is known already that 30% of the consumers of sucrettes are men. And gays like the new packaging in the shape of a credit card."