Mercedes’ Sex and The City Coup
By Gunnar Heinrich
TYPE in the following address: http://brandworld.mercedes-benz.com/sexandthecity/us/ (or go ahead and click the link, it’s easier that way) and you’ll be directed to the website that cross markets Mercedes’ soon-to-be GLK Baby Ute and the HBO film series-turned-film Sex and The City.
Now, there’s nothing remarkable per se about cross marketing products; it’s done all the time.
Anyone who’s been paying attention to the marketing blitzkrieg for Indian Jones knows now that you too can be as adventurous as Indy by ordering your very own Whopper from the BK.
And yet the GLK’s placement in the Sex and The City “brand” is a true coup for advertising.
It’s slotted perfectly into a story line that features social angst, unmitigated materialism, and sexual drama in the most alive urban center in America.
Like the M-Class making its debut in Jurassic Park: The Lost World, the GLK has found its perfect stage to a wider audience. And because of this sharp placement of product, it’s likely that for many women the GLK will be the next must-have.
Just like Manolo Blahniks or Hermes bags.
The question that remains is will the GLK be out of style by the time it’s launched?
About the Author: Gunnar Heinrich is publisher of Automobiles De Luxe online and is executive producer of the Automobiles De Luxe Television series on PBS member station CPTV.
steane | Jun 12, 2008 | Reply
You’re right Gunnar – a very well thought out piece of marketing by MB. I’m still convinced that its Toyota with their Prius that take the all-time marketing numero uno prize for a job well done. They have brain-washed a generation.
Gunnar | Jun 12, 2008 | Reply
I think they have – but Toyota’s had help from Al Gore.
steane | Jun 13, 2008 | Reply
True – Big Al has certainly played his role.
Infiniti | Jun 13, 2008 | Reply
Toyota relies on excellent products rather than using mass market media to popularize their products.
Nothing beats the Prius in terms of marketing (or lack of). In an article with Forbes, the Prius designer mentioned that they knew the Prius was big when Harrsion Ford, Di Caprio rolled up to the Oscars in Priuses. This type of product placement you just can’t pay 4 ditsy women for.
Jim | Jun 13, 2008 | Reply
Toyota’s launching a hy-bred as a separate model was such an obvious thing to do that you have to wonder what Honda was thinking by simply making the alternative power plant a Civic or (wretched) Accord option. I’m intentionally ignoring the Impact, as that was more of a proof of concept/attention seeking product rather than a serious foray into the market.
Regarding the Prius, Toyota deserves the praise it has received, now the rest of the product line there can be more debate.