Typically, we found it on a facebook group, surrounded by brawling men cracking raucous and sexist jokes. The group was for both genders and women were expected to join in the banter; if not, then at least give approving nods.

'It' here is an alleged advertisement from Southern Comfort. A billboard shows a bottle gushing out gin, with the words 'Liquid Panty Remover' emblazoned across the rest of the space.

True to form, comments in the group below the ad talked of how 'loose' (literally and metaphorically) women become after they have had a tipple. It was as bad as saying that women wearing short dresses are asking to be raped.

A Businessweek article published in 2001 says how the advertisement was a hoax and how Southern Comfort spent quite some time trying to explain that. Which is all very good but there are still enough copies of the advertisement circulating on the internet and turn up every now and then.

Our research on the ad brought in another surprise. All Motivation TV was selling the collection of perfumes using the same tagline in an advertisement it has posted on YouTube in 2012.

All Star Motivation TV has taken what could have been a sensous perfume marketing positioning to another gross level altogether - its outrageous that they call their perfume Liquid Panty Remover. The ad of course goes on to show just how. These ads are just another step in the objectification of women we see everywhere in the media and need to be banned.

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