An Italian company specializing in coffins has come up with anovel idea of selling its products by unveiling its 2008 calendar with scantily-clad models posing behind its caskets.

Maurizio Matteucci, owner of Cofanifunebri, said his calendars are available at his company outlets for $14.23.

However, his latest promo came under sever criticism from the Roman Catholic Church.

"It is good marketing but it is also but also a way to play down such a serious subject and to smile," said Matteucci in defending his sales pitch.

"Coffins are consumer goods like any other things, so I sell in the same way as any other consumer goods are sold. The calendar is very popular."