How To Play Sexy Brand

"Sex in advertising" is the phenomenon from the first day of advertising. Its advantage is that it can get the largest number of eyeballs in a short time.

However, "

If you want to pick the most

How can creative people miss such a sexy and interesting holiday?

In this year, Reebok invites 20 models to display new EasyTone products on public pport at rush hour.

Model upper body wearing

"Sex in advertising" is the phenomenon from the first day of advertising. Its advantage is that it can get the largest number of eyeballs in a short time.

However, the "sexy" yardstick is hard to grasp, and if used improperly, it will backfire.

Smart advertisers will not only pursue the power of advertising to attract eyeballs, but also think about what emotional reactions it will cause.

According to the study of Mark Levit, a professor of marketing and Partners &Levit Advertising partner at New York University, attractive models can lead to positive reactions. Although naked and erotic content can attract attention, it can not produce a real positive response among the audience.

"In other words, advertisers must avoid" low-level production ", which often damages brand image.

Mark Levit concluded.

So what do we need to pay attention to in sexy marketing?

1, sexy marketing should be applied to suitable products with strong brand associations.

The product itself has sexual suggestive background, such as underwear, beer, perfume, clothing, interest products, etc., which is suitable for straightforward sexy marketing. Improper products should be careful with sexy elements.

Successful case: HeineKen It "s All About the Beer" marketing, there is an advertisement called "The Premature Pour". In the picture, a charming beauty poured HeineKen beer into the glass, and the man sitting opposite the bar also poured beer into the cup to echo the beautiful woman. As a result, he was too nervous and poured too fast, and the beer foam was scattered on the table and body.

Advertising's sexual cues are indirect, but the information conveys is very clear.

This advertisement and other advertisements in the series successfully used sexual hints, and sales in the two quarter increased by 13% over the same period last year.

The failure case: the mobile operator is wrong to express that other practitioners need to bind the contract by "Santa Claus and snowman are cheating on the wrong side".

However, the correlation between the two is weak. In the end, some people are disgusted and some feel absurd. But there is no strong association between the telecom operators and the fact that they do not need to bind the contract.

2, who says sexy must use beauty?

There are no beauties in these advertisements, but there are concerns about sex hints and product information.

3, to do it, we can make a deep appreciation of the artistic sexy.

The sexy marketing of suitable products is icing on the cake. But if we don't want to "drop the price" on brand maintenance, the best way is to be the lowest level demand goods, but let it rise to the highest level.

With this artistic leap, the brand will benefit for a long time. A typical example is the secret of Calvin Klein and Vitoria.

In the past 40 years, one of the most important styles of CK perfume, fashion, underwear and accessories is sexy. So sexy features have been vividly displayed in advertisements: CK advertisements often use nude models to create perfect and artistic images.

In the concept of Calvin Klein, sexuality is varied. So recently, CK's advertisement has gone back to its old sense of self and decadence. Instead, it is a group of young people who are energetic, healthy and have a bright smile. The warm charm has easily captured the hearts of CK fans.

4, pay attention to the acceptability of the audience in the local market.

In a gallery in Insadong, Seoul, a local dairy company invited models to walk naked in order to promote dairy products.

The promotion campaign was criticized in South Korea and was called a shameful pornographic performance. The dairy company was prosecuted after the event.

5, the new media age, relying on users to ferment into news points.

Arbat Street is a famous pedestrian street in the center of Moscow. It is close to the Moscow river. It once was a paradise of artists and painters. It has many antique buildings, and it is one of the symbols of Moscow.

On this street, advertiser Palmolive bath milk and its advertising agency Young&Rubicam, guess what they did?

They set up a light box column on the street. At first you could see that it was a specially designed billboard with Palmolive logo and product on it. You might think, is it necessary to throw money into a Logo pole in the middle of the road?

In fact, Palmolive wants a beautiful woman to bathe in the street alive.

The light box pillar is actually a rather designed shower.

During the pre completion period, people in the streets have already commented on the things set up on the streets. Activities have not yet started and have caused discussion and ferment. Until the day of activity, many people have witnessed this burning in the streets, and actively take pictures to the major websites to spread, so as to enhance brand awareness.

In fact, such public relations activities are not creative at all. In 2005, Megan, a super top model in Italy, was in the window of a shopping mall in the streets of Sydney. In the face of pedestrians, there was a clean bubble. Many men rushed to the window in a desperate manner to see the beautiful carcass of the famous model. Megan.

!!

With the increasing popularity of Internet, billions of Internet users have changed the marketing industry.

"News point" is no longer a closed door production of advertising companies. Netizens have become the largest creative team, and they actively upload their homemade works, affecting the Internet world.

How to capture the audience's attention in the shortest time? Palmolive has done the best demonstration.

Clever propaganda techniques, create news points, and let netizens ferment it into news spots, spontaneously spread.

Through the influence of public relations and the Internet for a short time to attract eyeballs, Palmolive successfully completed the brand promotion.

Some products themselves accord with sexy marketing, but sexy is not equal to finding beauty endorsement simply.

The success or failure of marketing lies in whether the information delivered is in line with the needs of the audience, whether the product itself is the starting point, and the brand needs to find the right plan according to its own needs.