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Hot Girls and Marketing: Now with 101% More Video (Courtesy of Reebok)

November 5, 2009

So we’ve touched on the old phrase “Sex Sells” a few times here on wwwwY.  A company who you wouldn’t think of as sexy employed this technique in a new commercial this weekend.  Reebok came out with a new commercial for their new Easy Tone Shoes.  These shoes are supposed to tone your lower body more than regular shoes.  They employed a attractive, in-shape, young female with some “interpretive” camerawork to get their message across.

Now this commercial doesn’t garner a full mY Ad Report Card but lets point out something after watching this.  Who is this commercial targeting?  By targeting, I mean; who can’t take their eyes off the TV and are drooling for 30 seconds straight while watching this commercial?

A: Men

But, what is the commercial selling

A: Women’s shoes

Any interesting messaging strategy used by Reebok.  There are 3 ways how you could rationalize this strategy:

  1. They made it for men to buy the shoes for the women in their lives
  2. They made it for women in an “aspirational” tone
  3. They just wanted to raise general awareness and decided pushing the envelope to start discussion.

Not quite sure which one they actually used, but my guess it’s a combo of lots of #3 and a little of #1.  They probably hope that the waves that the commercial will make will boost sales (plus if they used #2, Reebook would probably be burned to the ground).

Post in the comments what you thought of the commerical, and what you think their strategy was.

Excuse me when I go buy some shoes.

6 Comments leave one →
  1. Devin permalink*
    November 5, 2009 10:52 am

    Todd, men don’t buy women shoes… (except for that one time, but we agreed not to talk about it.)

  2. toddliss permalink*
    November 5, 2009 2:00 pm

    Yea better to let that lay low… Haha

  3. Pernette permalink
    November 10, 2009 10:18 pm

    It is not surprising that such a commercial exists. It is surprising to me that there could be any doubt as to whom the commercial is targeting. You said it yourself: what are they selling? Women’s shoes. Women’s exercise shoes, to be exact. Nothing a man would buy for a woman. The target audience is women, clear and simple. Open any women’s magazine and it will be immediately obvious that ads constantly assault women, trying to sell them sex appeal along with the idea that sex appeal is what they need to be happy. Not sex. Not a toned body. But a butt for the people around to reduce them to.

    • toddliss permalink*
      November 12, 2009 12:06 pm

      I agree and understand what you are saying. But, don’t you think that Reebok is using a very dangerous tactic is promoting their product like that. Yes sex sells, but there is a fine line between showing sexuality and exploiting women. I think a lot of women are irked by this campaign; but at the same time, lot’s of people are talking about it as well.

  4. bitterbarbies permalink
    December 14, 2009 9:11 pm

    These commercials aren’t inspiring women into buying Reebok shoes, these commercials are bullying women into feeling so bad about themselves that they have to buy these shoes. This tactic is nothing new, but I think many of us are so surprised because Reebok sells tennis shoes. It’s not like they are selling lingerie, and yet they are exploiting women, and their weaknesses.

    • toddliss permalink*
      December 18, 2009 2:43 pm

      This is all true. Reebok has always had a semi female focus though. Let’s remember, the only reason why their company got off the ground against a dominant Nike was because they were the aerobics shoe and apparel leader. I don’t know if I would use the word “bullying” but they are using some interesting tactics to catch everyones’ attention

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