Eva Longoria sells women swimsuits from Bebe and hair color from L'Oreal. But can she sell beer from Heineken?
That was the question on my mind when I read that Longoria had been announced as the new spokesperson for Heineken Light -- she'll star in a television commercial set on the sidelines of a basketball game. Genius, I thought. Longoria is a gorgeous yet relatable star with broad appeal. The basketball theme's a no-brainer -- she's there in the front row, cheering on husband Tony Parker, at almost every Spurs game. And the product fits -- a lower-calorie beer, something that many women might be willing to listen to Longoria talk about. Except that she won't be talking to them.
When I watched this behind-the-scenes video about the commercial, I pieced together the full arc of the ad. Longoria may be there, looking fabulous, but she's part of a prize package. Two guys get upgraded, unexpectedly, to seats on the floor; they get to taste the delicious new Heineken Light, and they get to sit next to the gorgeous Longoria. The look in their eyes says it all: Score!
Here's one reason why 2009 (and 2010) could be even better years for beer companies to take Bryson's advice: beer is cheap. In a climate like this, women are thinking twice before blowing $30 on mojito fixings. So, Heineken, capitalize: keep Eva on for a second campaign, and give her a script that speaks to her own gender.
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