Sex in Advertising: Does it Sell?Written by Mark Levit
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To avoid that, sexual content in advertising must be appropriate to product category and have a proper underlying message. In 2000, Heineken launched “It’s All About Beer” campaign. One spot, called “The Premature Pour,” shows a beautiful seductive woman pouring Heineken into a glass. When a guy across bar responds by pouring his own, he nervously pours too fast and spills foam all over table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in campaign worked, causing sales to rise 13% in first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, “Provocative is a very good place to be, as long as we’re not inflammatory. But spots also work for a different reason. From tag line to plot, they are about a desire for Heineken. Our ads make beer hero.” Sex sells, yes, but only when used “in good taste.” As marketers we must think not only in getting customers’ attention for short term, but also in building a brand reputation that will yield long-term results.
Mark Levit is managing partner of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients include Procter & Gamble, UnitedHealth Group, and GE Commercial Finance. For more information call 212-696-1200 or visit http://www.partnerslevit.com.
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