was clearly not the first clothing or consumer brand to link
advertising and sex in the marketing strategy. If they were, then the
expression “sex sells” would not be as familiar to all of us in
the general population. Historians who study marketing and
advertising – yes, such a profession exists – think that the
first to try out this (then new) concept was Pearl Tobacco as far
back as eighteen seventy one in the United States. They produced an
image of a naked woman and placed that on their product packaging.
The rest was history. The brand, however was a lot less long lasting
than the concept they originated.
outcome would not be surprising to those people in the adult , porn,
sex, prostitution industries. You know, the people who actually sell
sex instead of using sex to sell something else, usually totally
unconnected to sex. Escort agencies such as Barbies Babes Cheshire Escorts know that just having sexy images is not enough. You can not
even sell sex through sex. Yes, that is right sexiness does not sell
sex. At least, it is not sufficient in and of itself.
Pearl Tobacco, countless multitudes of brands have followed then down
the sex route to push their wares. Some with great success, others
disastrously. The “Hello Boys” campaign brought the Wonderbra
huge success, but most “sexy” campaigns fail on their faces. And deserve to. The greatest success from sex in advertising is quite
probably the Calvin Klein brand. Even though Klein himself is no
longer directly involved day to day, this is a clothing brand that is
about sex as much as it is the actual clothing itself. One could with
a lot of justification suggest that Calvin Klein has pushed the
limits of what is acceptable – an under age Brook Shields topless
saying that nothing comes between her and her Calvins, for example -
their success is unarguable.
the fact that it is so easy to select specific examples from the
plethora of ad campaigns proves that most who try to link sex with
their business, fail. Not really a shock when you understand that sex
does not even sell sex. And if it can not sell sex, then it sure as
heck can not sell anything else.