July 18th, 2007

1st-quarter sales up 9 percent for Richemont due to boost from Eva Longoria

I didn’t realize Richemont owned both Cartier and Van Cleef & Arpels. Actually, you can add Montblanc to the list too.

Well their Hollywood based “reality swag campaign” is showing dividends already. They got endless publicity to their Sweet Alhambra line, which is still ongoing. They got a two for one deal from Eva Longoria by having her shop at Cartier in front of the pap, before giving out the Van Cleef swag. The AP is reporting that 1st quarter sales at Richemont rose 9 percent. No wonder.

People are pretty skeptical these days and are aware of product placement. But it still works. Nothing wrong with that. I just wish the corporate world would use these tactics instead of endless commercials rather than to supplement ads.

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