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NewsvineCAPITALIZATION ON CALL GIRLS
March 19th, 2008by Holly Rains / BusinessVoice Creative Consultant
The marketing industry as a whole can be an unfriendly place. Shops are criticized for decisions on spokespeople, underlying messages, and judgements are made within seconds by the public. But after reading this article in AdAge concerning Georgi Vodka’s clamoring for former Governor Spitzer’s call girl’s “butt,” I can’t help but feel those same negative feelings.
While this is not nearly as repulsive as the capitalization on tragedy that we saw with purchasing Internet key words in relation to the Virginia Tech shootings to boost website traffic, it certainly doesn’t bode well for us. Pushing the envelope is one thing; getting folks to think outside the box is evolutionary; but toying with the idea of launching a Vodka Brand titled “No. 9″ after Spitzer’s designation by the call-girl service? Putting a twenty-something escort who has come to be associated with lies and betrayal in the American political scene on the back of buses and tops of taxis? That’s low.
March 19th, 2008 at 1:50 pm
I’ll drink to that! I had the exact same reaction when I read the AdAge piece. You’re right, Holly. We’re all trying to come up with new ways to draw attention to our clients, but are there no more boundaries of what’s morally acceptable? In addition to being marketing professionals aren’t we also parents concerned about the landscape we’re cultivating for our kids and future generations? I’m no prude, but the idea of shining a spotlight on a prostitute (whose claim to fame is that she happened to sleep with a married politician) and holding her up as some sort of icon that consumers should follow is tasteless and irresponsible. Prostitution is still a crime, right? Adultery is still a violation of God’s laws and a pretty lousy thing to do to your wife, isn’t it? Yeah, I thought so. Then why would anyone celebrate these offenses?
March 20th, 2008 at 9:08 am
The ingenuity is appalling. On one hand, it makes great sense to align your product or company with a sensational story that’s generating a lot of media coverage. On the other hand, where does the Marketing Director or CEO draw the line when it come to this kind of salacious association? I mean, yes it’s a vodka brand, but no matter what the product is, can a business thrive on these kinds of morally dubious associations? Georgi Vodka’s will get its 15 minuted from this stunt…but what does it say about the public if the 15 minutes lasts a little longer than it should?