OK, let’s admit something... but let’s whisper it. Sex sells. There... I said it. And I know we all wish that wasn’t the case. We know it’s smutty... it’s a cheap shot at making us interested in a product... but let’s be honest. It sure as hell works.
Marc Babej pointed out in his latest Forbes blog that Smartwater has done a very smart thing using this ploy.
Not only did Smartwater sign up Jennifer Aniston, they also produced a spoof ‘Jennifer Aniston Sex Tape’ video, which when it appeared on Google search rankings probably got many people rather hot under the collar as they feverishly clicked on the link with their fingers.
Sadly for them, upon viewing it’s nothing more than the actress promoting the water by poking fun at what constitutes a hit on the internet. But it sure lured over 9 million of you in, and counting.
They’ve also gone to print, and America’s sweetheart is shown posing topless with a bottle of Smartwater. Here’s the thing though. Again there is no indecency here. There is no real nudity… not even a nipple. We see her back facing the camera. So topless? The headline over delivers. But the mere idea that we could all – finally - have a good old gawp at Hollywood’s ‘girl-next-door’ has yet again proved too tempting as men search for the ‘topless Jennifer Aniston’ holy grail.
So what does this tell us? Scrap the rulebook and just get celebrities to get their clothes off? Well no. The pictures and video themselves are just a tool, a way to provoke interest, spark debate and ensure the viral spreads. The way those roller-skating babies did for Evian.
Whether Jennifer Aniston is actually topless or not, or whether there really is a Jennifer Aniston sex tape, doesn’t matter – the fact is that Smartwater knows people will search for these in Google. They know what makes you tick. And they’ve created an automatic association. So next time you go into a store, and see Smartwater on the shelf, you won’t think ‘hmmm, that’s new. Maybe I should give it a try?’.
You’ll think…’Damn, Jennifer Aniston sure looked hot in that advert. I’m gonna get me some of that’. So maybe, sometimes we do make decisions that are a little….if you’ll pardon the pun….below the belt...