Christians have criticised a bikini company that celebrated "outliving Jesus" with a woman posing next to a crucifix.
Despite the opposition, the owner of the family business said he did not regret his choice for the ad campaign.
Posters celebrating Ta-Bou's 38th anniversary went up across Switzerland, and featured a smiling model posing with a crucifix. A caption read: "Unlike Jesus or Alexander, we will continue..."
Jesus Christ died at 33, according to Biblical accounts.
Swiss Evangelical Alliance spokesman Thomas Hanimann said: 'Quite aside from the fact that this advert is meant to offend religious feeling, it is a load of nonsense.
'It is a shame that the company and the marketing experts responsible for it did not want to go more deeply into the question of belief which it seems for them was a taboo.'
A spokesperson for the Swiss Reformed Church, Nicolas Mori said: "In terms of content the advert is completely wrong.
"The label 'Jesus' did not cease to exist after 33 years. In fact, in contrast, for the last 2,000 years, humanity has been busy with the business of the Son of God.
"And not only until now, but for a considerable time into the future this will continue to be the case. This bikini label will almost certainly vanish faster than the cross in the church."
Gianni De Nicola, the boss of the business, said: "I don't have any problem sleeping at night. We want to fight for ethics in textile production and that is what counts."
The model in the poster is his daughter, Valeria De Nicola, who also designed some of the bikinis.
Ta-Bou has caused controversy in other advertising campaigns.
In 1994, the company ran an advert with the slogan: "16 years old and Tabou? No..."
In 2003 an advert displaying a woman with her legs open was banned as sexist and denigrating for women.
"Jesus actually died for everybody including this attractive young lady," said Simon Spengler, who is in charge of communication and culture at the Catholic Church in Zürich.
"1.2billion people worldwide believe in his name. Ta-bou therefore have a bit of catching up to do. I don't really believe that they are going to achieve that."
