I don't know why exactly, but "scorched earth" came to mind.

I applaud them for trying something new. I hope that they learn something from this experiment.

The raciness doesn't bother me but I'm not sure it helps their brand.

True — I don't mind the raciness either; it is a kind of amusing. It just feels that by — beating around the bush (#punintended) — they're kind of confusing what the campaign is about. Or, I had a hard time imagining how I'd know what kind of photos one should upload to Pinterest to participate. Maybe I'm not a women though, and therefore it just makes less sense to me. :)