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When talking about Product Placement for women, there can be lots of different cases that ring the bell, maybe because of the role that women have traditionally played as the deciders of what to buy for the family.
A show that many companies have used to promote its brand’s visibility in a very effective way is the célèbre sitcom Sex in the City.
This TV series is not only a cultural product, but also an advertising medium with a very concrete target, which is very useful to advertisers.
Definitely both the series and advertised products have made a good business in their respective brand images, performing a glamorous symbiosis that has not seemed to bother the audience of the series as in other cases of product placement.
Who does not remember Carrie and her passion for shoes, which has made popular brands as Manolo Blahnik and Jimmy Choo, or her fervent admiration for Prada? There are many more cases, as the chapter based on Absolut Vodka, or Carrie’s laptop (a Mac) or the appearance of Domenico Dolce and Stefano Gabbana representing their brand.
It would also be interesting to analyze the development in the sitcom of New York as a brand, which has had a very tangible impact as it exist touristic thematic tours around the locations of Sex in the City, which are still very popular nowadays.
It is really difficult to know whether the products appeared on the films or shows are paid or not; in fact, the firm PQ Media did a study showing that 64% of brands are not paid, but have some agreement of being shown in exchange of goods or services; any case, the adaptation of the series into a film involved an extensive display of trademarks, in fact more than 60 including designers, shops, gadgets, publications, beauty and more.
The film had a relevant success of bartering with women as a target to the point that Chris Carlisle, president of marketing for New Line Cinema (the film’s distributors) has labeled it as “the Super Bowl for women” in reference to America’s premium sporting event and its ability to attract hundreds of millions of dollars worth of advertising.
Here a list of the brands appeared in the film:
Manolo Blahnik, Vivienne Westwood, Louis Vuitton, Chanel, Dior, Ferragamo, Roger Vivier, Diane von Furstenberg, Hermès, Christian Louboutin, Prada, Escada, Versace, Gucci, Vera Wang, Oscar de la Renta, Carolina Herrera, Christian Lacroix, Lanvin, Nike, Adidas, Burberry, Tiffany and Co, Swarovski, Hello Kitty.
Stores & Services
Henri Bendel, Scoop, Bluefly.com, Duane Reade, Manhattan Mini Storage, Bag Borrow or Steal, Netflix, U-Haul.
Apple, iPhone, Blackberry, Bang & Olufsen, Dell, Cuisinart, Sprint.
Vogue, New York Post, Page Six, Entertainment Weekly New York magazine, Marie Claire, The Wall Street Journal.
Sips and Snacks
Starbucks, Pellegrino, Skky Vodka, VitaminWater, Smart Water, Pret a Manger.
Pharmacy and beauty
L’Oreal, Garnier Fructis, Nivea, Jergens, Clean & Clear.