by Kasumi DeMarco
The new Nestle Aero Bubbles TV advert featuring Jason Lewis (actor from Sex in the City) is causing quite a stir!
According to Aero;
“Whenever you pop a Bubble into your mouth and feel the small pang of pleasure as the chocolate melts into your sighing taste buds, just think of Jason…“
This new sexy advertising which basically conveys that as the bubbles melt… it increases the pleasure, is a world apart from when Aero was originally introduced in 1935 in the North of England as the “new chocolate”.
Aero became so popular, it was extended throughout the UK by the end of the same year.
The secret bubbly formula worked well for advertising campaigns with peppermint flavour being introduced in the 1970’s followed by “chunky” in the 1980’s. In 2005 Aero Bubbles were launched, which proved to be an overnight success.
However Aero’s new form of advertising has caused a fair amount of controversy…
“As the rich, creamy milk chocolate from an Aero bubble slowly melts on your tongue, cuddling your tastebuds with it’s warm chocolatey glow, who could blame you for melting wistfully into a daydream of luxurious indulgence.“
Jason Lewis – the hunk from the Aero Bubbles advert – is becoming somewhat of a household legend with the ladies.
These sexual connotations are daring and risque, but as far as marketing is concerned the publicity and overall appeal of Aero Bubbles has increased dramatically.
“The tingle of anticipation as Aero melts on your tongue; the sensual glow of pleasure as a tsunami of chocolate happiness floods your taste buds; it’s all part of the Aero Bubbles experience.“
Who could resist such a mouth watering temptation?
Although here is the real Question…
If sexy innuendo sells Chocolate, can it then be made to work for your own product or service?
Or importantly, if you decide it is not appropriate for your business, consider what may happen if you go head to head with a competitor who thinks it is. Would it leave you trailing behind?
It’s is a tough choice to make for any company and one that needs to be carefully thought out with a well organised marketing plan. These types of advertising campaigns are often left for the bigger corporate companies to test the waters with and for a large majority of medium to large businesses it just isn’t worth the risk.
Sexy advertising will often target one set market for Aero Bubbles, it is clearly aimed at generating more sales from women and this is an important factor to consider because, if it’s not aimed at your target market, it’s a waste of time and money!
Aero has taken sexy to the max; this does not mean you shouldn’t introduce just a little bit of sexiness to produce results for your own product or services. You just need to watch a few commercials between your favourite TV shows to see a range of sexiness fill your screens, advertising everything from perfume and aftershave to shampoo and shavers.
I personally like Chaten Parmer’s own take on this from his article “Does Sex Make Sales”
Professional + Sexy = Classy
Taking this stance allows a business to be professional while introducing sexy but importantly resulting in classy.
Ultimately the decision is yours to make, but don’t get left on the starting block as your competitors get a head start in the race to win new customers/clients.
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Tags: Aero Bubbles, chocolate, Jason Lewis, Nestle Aero Bubbles, sex in the city, sexy
October 27th, 2008 at 3:01 pm
oooh he is so delicious! I mean, I don’t even know what that ad was for, but he was worth it!
Sex is marketing is really hard to do tastefully and also effectively. You don’t want the customer so distracted by your, um, shall we say “bells and whistles” that they miss the message totally, like what just happened (and what they were making fun of happening) in this ad.
October 27th, 2008 at 3:55 pm
Maybe he is a little too sexy; the line at the end of the advert says it all
Lady 1 – “AAAH so that’s the reason for the bubbles in Aero’s”
Lady 2 – “Was he talking”
My point is, sometimes if you are focusing too much on the content of the advert you can very easily forget what it’s advertising… I’m sure we’ve all had that moment when discussing a great advert with friends when you suddenly realise that you have no idea what it was advertising! When I first saw this ad for the first few times I was so distracted by his gorgeousity (made up work-i know!) I didn’t actually see what it was advertising, I think some adverts could do with paying more attention to the product….
Hmmm, maybe if they covered him in Aero chocolate it might help me remember!!
November 15th, 2008 at 3:49 pm
Rebecca – Do you honestly think that your suggestion would help you then concentrate on the product more… “Areo Bubbles”