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Target Marketing

A Pussycat, Soap & A Song

Dr. Sabrina Segal

Combine a 1982 Duran Duran hit with sexy Pussycat Doll, Nicole Scherzinger and a campaign to sell Body Wash is born.

Scherzinger endorses Caress’ Brazilian Exotic Oil Infusions body wash. While Nicole is not Brazilian, exotic and sexy certainly come to mind.

In April 2008, Unilever launched CaressBrazilian.com featuring Scherzinger’s “Brazilian-inspired reinterpretation” of Duran Duran’s Rio. While the video is as cheesy as Velveeta and as boring as an American Idol group number, the song is hot hot hot!

Simon LeBon of Duran Duran says Nicole is “exotic and beautiful and embodies everything that inspired the original version. Because it's one of our signature songs, very few people have covered it over the years, so it’s been great for us to hear a new interpretation.”

The Scherzinger version of the song airs this month on U.S. radio and soon pop charts will tell if the song is more than just a jingle.

“Using insight about our consumer, we have created an innovative way to communicate to and really understand our sexy, sassy, and confident audience…we are connecting with women and unleashing their Brazilian spirit,” said Caress.

How do songs affect how you feel about a product? Do celebrity endorsers like Nicole draw you to purchase a product?

Photo Credit: Amber “Abby” Sepulveda

23 Comments

1. Interpol |May. 21, 2008 @ 4:13 PM

Who would have thought that Duran Duran is still relevant now-a-days.

2. Davis |May. 22, 2008 @ 9:40 AM

A celebrity endorsment from a well liked person will push the product further in the public's opinion.

3. lisalloyd |May. 22, 2008 @ 1:44 PM

I still love Duran Duran. That is so cool there songs are gonna have a come back (hopefully for them). Kids now in days like hip hop (not so much old rock) hopefully they'll hear the song during the commercial and be like thats cool who did that maybe even go out and get the album. I know I've bought albums from hearing a song of a bands on a commercial.

4. Rose |May. 22, 2008 @ 7:10 PM

I use it all the time and it way to go caress

5. Marlinda32 |May. 29, 2008 @ 7:27 AM

I use it sometimes and I think that it was good idea for caress.

6. Robinanncottrell |May. 29, 2008 @ 9:48 PM

I like Caress it is a great product for women that want clean, soft, good smelling skin. I also think that it is a good idea to put a suitable image with the product that is being sold(it really makes more sense, because I have seen advertisement that did not even relate to the product, and had no clue what they were trying to sell till the end of the commercial). As far as songs they can be very catchy, personally I do not believe it affects buying power. If someone likes Caress, and I do I really don't think it matters who is trying to help promote the product. I mean it could Elmo, and I would still buy it just because I like the product, but again that is my personal opinion.

7. loriej |May. 30, 2008 @ 11:45 AM

Growing up I remember listening to duran duran,It's a great group with a weird name. Caress is a great product I have several bottles of it's silkening soap. It's soft and gentle to the skin, and leaves your skin feeling,and looking sexy. I think using a music celebrity is genius to sell their product. I mean shes a pussy cat doll and she is promoting good soap , who wouldn't want to buy it after all that. The pussy cat dolls are one of the sexiest groups in the music business, and could sell just about anything just in name alone.

8. maryh |May. 30, 2008 @ 8:09 PM

I'm not real sure, I haven't seen it. But yes i think good songs, smells, well known people, and colors draw customers toward items.

9. maryh |May. 30, 2008 @ 8:23 PM

not real sure, i haven'tseen this one. but i do know a really good song and a well known person in a ad tends to draw people to the product.

10. lulaethel |May. 31, 2008 @ 3:01 PM

No song, nor any celebrity draws me to a product.If it's something I think is worth trying then I will. And Caress is a good quality body wash. I use it myself, but I have not tried the exotic oil fusion "yet"

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