As they say, "sex sells," which I guess is the intention of the new campaign from salad dressing brand Kraft Zesty Italian
Now I am myself a self-proclaimed foodie, and I actually think that cooking is in fact quite sexy. Nothing hotter than a person who knows their way around a kitchen. And certainly the rise in the celebrity chef phenomenon is further proof. Plus if you've ever visited a great restaurant and had the chef visit your table, you know the rush of excitement.
So I get it.
But is it too gratuitous? Sexy for sexy's sake. Consumers will be the judge of that, and Kraft is not alone in trying this approach. Liquid Plumber recently "went there" with the launch of a new product in their lineup.
I do like the integration with social media and Broadcast with Bravo, which is quite smart.
What do you think? Does sex sell? What's your experience?
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur