In 1997, French Connection founder Stephen Marks asked ad guru Trevor Beattie to put the retailer front of mind with its customers. Beattie's idea was blindingly simple and amazingly successful! The "FCUK" acronym was being used at the shorthand on faxes sent to French Connection (UK), and also the "FCUK Fashion" slogan was being used in the window of retailer's Regent Street flagship store during LFW. Beattie saw all this and from spring 1997 French Connection began branding its clothes "FCUK". It caused controversy after the retailer pushed its boundaries with slogan t-shirts such as "FCUK this", "Hot as FCUK" and Lucky FCUK". Shortly after this an ASA ban followed and retailer had to further develop the campaign along with the regulators advisory committee to prevent a further ban. Despite all this however, or maybe because of it, in 1997 figures showed a 13% rise in like for like sales and an 81% increase in profits!
Although the brand do not use this marketing campaign anymore, it just goes to show the impact that adverts and marketing campaigns have, either positive or negative!