In Germany, Unilever's Du darfst slimming brand is using the English slogan "Fuck the Diet". The slogan's all over the website, in TV ads, and on a button you can download from the site. Don't get me wrong - I'm not prudish about swearing. But this just feels lazy - trying to be shocking for the sake of being shocking. It's not big, and it's not clever. So why bother?