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"HOT!" off the PressCarl's Jr Paris Hilton Ad Spicey and Smart
Business Week, May 25, 2005
David Kiley"As the father of a corruptible three year old, I should abhor the racy TV ad by Carl's Jr. featuring a scantily clad Paris Hilton sudsing up a Bentley to the tune of "I Love Paris in The Spring time." Right? Sorry. Despite protests from parent watchdog groups, like The Parents Television Council, this is just plain smart marketing in today's world. Carl's Jr has a much smaller ad budget than its competitors. They can't compete media dollar for dollar and hope to get any real share of voice against McDonald's and Burger King. So, the chain occasionally reaches for the provocative. Bravo! After the hoopla began over the ad (which reminds this nearly 42 year old blogger of the scene in "Cool Hand Luke" in which a buxom blonde bombshell washed her car, getting herself all wet, in front of the chain-gang of prisoners)traffic to see the ad on a url Carl's set up crashed the site for several hours. Now that's a media buy!!!------------------- Blogger Adrants got it just right. "When will people learn. If you don't like something and you want it to go away, don't say anything. Certainly don't make comments you know will get picked up by every major publication in the world thereby destroying the strategy you set out to accomplish." http://www.businessweek.com/the_thread/brandnewday/archives/2005/05/carls_jr_paris.html
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Is Paris' burger as mouthwatering?
Partying heiress aside, how does the Spicy BBQ Six-Dollar Burger really rate?By Dog Davis, Special to The Times LA Times, June 9, 2005 By now you've probably seen the over-the-top commercial from Carl's Jr. in which Paris Hilton washes a Bentley in slo-mo while eating a cheeseburger. I've watched it over and over, and I think to myself, wow, that is one good-looking burger! The Spicy BBQ Six-Dollar Burger (actually $4.59) starts with a half-pound Angus beef patty, two slices of cheese, lettuce, tomato and a spicy barbecue sauce on a sesame seed bun. The twist is that they've topped it with a handful of peppery battered onion and jalapeño strips that are so tasty on their own that Carl's offers them as a side dish under the name Texas Toothpicks. Let's break this bad boy down: ---------- Hype-o-meter The current ad may be generating controversy, hoopla and hype, but for Carl's Jr.'s Most Ridiculously Titillating Commercial, I still prefer the hot girl on the mechanical bull. Rating: 3 [4 max] http://snipurl.com/fh4w
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INVESTING - TheMotleyFool.com
Perfume, Protection Drive GrowthBy Rich Smith June 10, 2005 Sorry, reality fans. This isn't a story about Ms. Hilton's latest employment odyssey on Fox's Simple Life. Smells like teen profitsThe company responsible for bottling the essence of Paris, Parlux reported a 25% bump in revenues and a 73% increase in profits in fiscal 2005 from the prior year. ----------- Parlux credited its Perry Ellis, XOXO, and Paris Hilton perfume brands with producing much of the profits, and promised continued growth. It will introduce new fragrances, branded GUESS? and Maria Sharapova, as the year progresses. It will also release a line of watches and leather goods under the Paris Hilton name. Of greatest importance to investors, however, is the news that Parlux's products are now gaining broader market acceptance.http://www.fool.com/News/mft/2005/mft05061013.htmLooks like Paris Hilton has become more than a sensational brand. It may be heiresy to say it, but Paris has created a whole new market sector. Let's call it: Paris HiltonomicsLooks like we can all look forward to an endless parade of Paris Hilton heirhead coinages. :)
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Assembling celebrity Paris Hilton taps her talent for manufacturing fame Jaimee Rose The Arizona Republic Jun. 18, 2005 12:00 AM How did Paris Hilton happen? ------ Paris Hilton: She can't milk a cow, but boy can she milk America. The name Paris is No. 156 on the list of most popular baby names, up from No. 508 in 2001, according to the Social Security Administration. You kind of feel sorry for all those people out there named after the other famous Paris - Helen of Troy's lover in The Iliad - since most of them happen to be men. "It's kind of embarrassing to be a male Paris," says Paris Elwood McGee, 43, of Mesa. "I'd go by Elwood, but that's worse than Paris." ------------- Like 'Teflon'--------- "She's sort of like the Teflon celebrity," he says. After all, it's not like she has a dignified acting or singing career to protect. She is famous for playing someone who milks a cow in a miniskirt. Paris Hilton: She did not graduate from a high school, but got her G.E.D.**"The funny thing is, she's making millions of dollars. It's Paris Incorporated. She's not stupid," says Lee. "If you asked her to name all the 50 state capitals, I'm sure she would look at you with a blank stare. But if you asked her the most effective way to launch a product to young women, she would know exactly what to do. "When it comes to fame IQ, she's like a genius." http://www.azcentral.com/arizonarepublic/arizonaliving/articles/0618hilton0618.html** G.E.D. - General Educational Development Testing Service "Your ticket to success ..." http://www.passged.com
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I wonder if CKE marketing guy Brad Haley had his tongue planted in his cheek when he described Paris as a "highly exposed figure"?
The Press Release goes on to say that the chain will "propagate the commercials". Is that a tweak or what?
These guys know how to ride out a storm of umbrage. They milk it for all it's worth --- just like Paris.
More Paris Hilton Ads
Forbes.com
Faces Of The Week: June 13 - 17
Extract:
... Brad Haley, a CKE marketing vice president, acknowledged, "We consider it a racy ad. It was designed to be a racy ad, but we don't consider it pornographic." The Associated Press quoted a press release by Haley as declaring that Hilton "fascinates Carl's Jr.'s most loyal customers, 'young, hungry guys,' as well as 'young, hungry gals.'" And the burgermeisters declared that catching the public eye with a highly exposed figure such as Hilton--ranked No. 55 on the Forbes Celebrity 100 list--is a sensible recourse for a firm lacking the media budget of giant rivals like McDonald's[ (nyse: MCD - news - people ) and Yum! Brands (nyse: YUM - news - people ). Thus, CKE Restaurants on Wednesday said it will propagate the commercials to the Midwest and Southeast, this time to push the Spicy BBQ Thickburger from its Hardee's unit.
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PARIS HILTON RUCKUS EXPANDS CKE MARKETING PLANS
Web Sites Transformed Into Product Placement Entertainment CentersAdAge.com, June 28, 2005 Extract: "Boy toys fill virtual living room" The newly launched home pages for the burger chains resemble the living room of a bachelor pad, where all things cool among young men are at their fingertips." ----------- “As anybody in the industry is well-aware now, the traditional broadcast advertising’s days are numbered,” Mr. Haley said. “Certainly in a four- to 10-year time frame the 30-second commercial will be very, very inefficient because of [digital] video recorders. Sometime over that multiyear period Web-based advertising is going to replace traditional broadcast.” Cost for Web outweighs TV As part of its marketing strategy, CKE is using Web advertising, but is also relying on creating "carrots" -– like the Paris Hilton spot -– so people come to the brands. The Web is still relatively small as a percent of the company’s overall marketing budget, but the production costs and cost per impression are far less than TV. “For a fraction of our overall media budget, we can have a sizable Web presence,” Mr. Haley said. “But over the next four to 10 years that production and media budget will shift from traditional to nontraditional, where online advertising and promotion becomes our primary medium.” http://snipurl.com/g4wi
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