Whether someone is sexist on purpose or not is irrelevant, it doesn't make things any less sexist. Often people will claim lack of knowledge when they do something that is sexist and use that as an accuse to continue engaging in sexist behavior, so its important to call out sexism regardless of how it occurs and for those responsible to make that apology and commit to recognizing that sexism.

As to whether or not this marketing event was degrading, the answer is quite clearly yes. Women's bodies were used as a marketing ploy to sell a product. Women's bodies as a commodity is a long running sexist theme in our society, including marketing. Commodify-ing women's bodies is dangerous and is directly related to violence against women. For an overview, see: http://en.wikipedia.org/wiki/Sexual_objectification#Sexual_o...