I have never been a fan of Paris Hilton.
I see her parading around in her odd-looking
clothing choices, leading her loyal following of giddy anorexic schoolgirls
around by their noses, and I think, "Skank."
I saw Paris condescend to the working class
farmers of America, and I didn't like it at all. So I decided not to watch
her show.
But I will say one thing about Paris. She's
got branding down to a science.
First she gets folks talking with that sex
tape of hers. Nice hook, Paris.
Then she buddies up with Nicole Richie for
the spoiled rich girl's crash course in Reality 101.
Then she starts saying this one phrase, all
the time, "That's hot." She says it any time she can't think of anything
else to say, which is often, but she does it with that uppity girl sneer
that makes the fellas drool and makes other girls want to imitate it.
Then she gets some show on MTV where she
gets to sit on a judging panel and rate young, good looking people's outfit
choices. "That's hot," she says, smiling in her dingy way. "That's hot."
Then she stars in a "controversial" TV
commercial for the Carl's Jr. hamburger chain, where she's rather scantily
dressed (or shall I say not dressed), lathering up a Bentley and putting on
some serious burlesque show moves and draping herself all over the
suds-drenched car. They're playing that song, "I love Paris in the
springtime... (etc.)" At the end, she takes a ravenous bite of a big sloppy
burger and then comes the slogan, you know what it is, say it with me:
"THAT'S HOT."
I heard rumors that the commercial was banned by the FCC,
but I don't keep up with such things so I'm not sure if it's correct
information. Even if it was, it doesn't matter because the video is all over
the internet anyway. That's some HUGE brand exposure for all parties
involved: Paris, for the performance and the song that features her name,
and for Carl's Jr. (who by the way I never knew existed, but you can bet I
won't forget them now - and neither will the rest of the country.)
So, I don't know if Paris is actually a lot smarter than I
ever gave her credit for, or she just acts on the advice of media giants and
publicity agents. But whatever she's doing, it's working. Whoever is behind
all of this controversy is a branding genius. And That's Hot.
Copyright 2005 Dina Giolitto. All rights reserved.
Find out how crisp, targeted copywriting can make a world of
difference for your internet-based business. Dina Giolitto is a Copywriting
Consultant with ten years of experience. Visit
http://Wordfeeder.com for
free tips on branding, copywriting, marketing and more.
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