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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

11. ButrFlyKis |May. 31, 2008 @ 6:34 PM

I enjoyed your posting. To answer your questions, yes music gets my attention with ads, but not particular artist. The song used in an ad for a particular product can sometimes be a pick me up. I know with the Verizon wireless chocolate phone, Christina Aguilera’s song, Candy Man, was in that one. It did not make me want to go out and by a chocolate phone, but I did want to hear more of Christina. However, I felt that Verizon was smart to place her in their ad, as it was fitting to the point they were trying to make. I would also like to say, I like the photo of the Caress bottle with the flowers. The way it is setup and portrayed, it also portrays how inviting and relaxing Caress can be.

12. daphleen |May. 31, 2008 @ 7:55 PM

I like to hear songs from the past used in commercials. It brings back memories. I like to see how they connect the song to the product. Sometimes it's pretty cleaver they way the advertisers use the song with their product. It certianally gets your attention.

13. tnburton1 |May. 31, 2008 @ 8:17 PM

I feel that spokespersons that are a well know celeb figure or is just sexy either male or female are very important to advertising.
Sex has always sold. You show a sexy girl holding a beer, then you got the man's attention and he may think that drinking that beer will bring women like that around him. You show a sexy woman in a female clothing line or soap, you will make most women think that they will be or feel sexy too if they use their product.
Now, when you throw a celeberty indorcement, that make the person watchingthink, if that person uses their product, then it's good enough for me too. Now these things don't work on all people, but beautiful people can sell a product better than an overweight, midaged housewife would.

14. charlaina |Jun. 1, 2008 @ 9:21 AM

I watched the commercial on the website and I don't feel that it is the song or the artist, Nicole, that made me want to buy the product. I feel the name of the product, the colors and the shape of the bottle made me want to go buy the product. The name of the product gives you the feeling of wonderful smells and good for you oils, the colors are attractive, and the shape of the bottle makes me think of water and taking a warm shower. I like the song "Rio", but I think a different song, or even a different artist could have sparked my attention better.

15. KymH |Jun. 1, 2008 @ 2:19 PM

Caress is using celebrities to help sell products which is a great marketing strategy. I don't think songs have an effect on how consumers view the product, but they do catch the consumers attention. The more attention, the more chances are that consumers will try the product.

16. Italiandol |Jun. 1, 2008 @ 4:24 PM

I love Duran Duran and if I heard there music it would definitely get my attention. Whats up with Brazil anyway? I just posted a comment about spirits and Brazillian women naked. I guess Brzail is the hot ticket right now. Good marketing those women truly are beautiful and I am a female and I have no problem saying that.

Laura Menchion

17. dnew1072 |Jun. 1, 2008 @ 8:10 PM

I know Nicole Sherzinger is sexy and supposedly embodies everything that the body wash represents. I believe they could have used a sexy celebrity from Brazil to advertise the body wash. None come to mind at this time, but I do know there are a lot of sexy women in Brazil that would have done the job just as well. Nicole S. is not that successful of an artist. If they wanted to use an American artist specifically, we have plenty that would fit the bill.

18. brittnie |Jun. 1, 2008 @ 8:14 PM

Though it's nice to hear certain songs for advertising products, it doesn't influence my purchase. I do however, agree with others in the fact that endorsers do have a high influence on my purchases. For this particular product, I think many will purchase it do to just the fact of Nicole being the endorser. All woman want to look and feel exotic and she fits the decription perfectly, I love who I am but I definately woundn't mind having soft glimmering skin like hers.

19. Anthony76 |Jun. 1, 2008 @ 8:20 PM

I think that Caress has a good marketing plan but with three new products and a whole sexy girl group band, you think they would have came up with one song for all three products and the whole girl group band, The Pussycat Dolls.

20. jenniferk |Jun. 1, 2008 @ 8:57 PM

The commercial for caress’ Brazilian Exotic Oil Infusions body wash has a sexy woman named Nichole Scherzinger, a pussycat doll, doing a new version of Duran Duran’s song Rio. By doing a new interpretation of the song, the company is getting the attention of more than just the females. The group Simon LeBon of Duran Duran said “Nichole is exotic and beautiful and embodies everything that inspired the original version”. By having a sexy woman to promote their product, the company is definitely getting the attention of men, but the target is the women. Having a song that women in their late twenties to early thirties would know could get the attention of them to. I would be more prone to buy a product if I had heard a song that I liked or if a commercial had Reba McEntire in it. I buy items depending on the price and if I have seen a commercial that has sparked my interest.

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