On the contrary I think that these manifestations are trying to abolish the stereotype behind the word 'slut'. I think this is a way of helping teenage girls to overcome such nicknames and the complications that follow them. Of course a balance needs to be found because these protests cannot be an excuse for excessively promiscuous and irrespective behaviors. However, I believe that these marches are giving women the personal choice and freedom to consciously be "slovenly and promiscuous" and not be mistakenly defined so by society.   

Referring to the line 'And although they are not welcome in the petite section they are cheered on in marathons'. I think this ad is trying to change women's priorities, putting fitness and boldness before fitting in "the petite section" of a store or society...

A bit controversial ad as sexuality in Japanese society is not shown very much. As also an article about sexuality in Japan reports, although Japan was granted democracy and a more free way of living over the years, traditional Japanese moral codes make it so that the prohibitive attitude toward life and sex is still of influence today (Yoshiro Hatano, Tzuguo Shimazi, 'Nippon'). Maybe this ad is meant to break that barrier and portray a more modern and new Japanese, attributing these qualities to the product as well  

Are bruised knees abnormal to the mom?