Sex Doesn’t Have to Sell Bikes
Yes, sex sells. But when you already have a cool product, you can leave the bom-chicka-wah-wah to body sprays.
The bike industry has never shied away from suggestiveness. At the last industry trade show, one company tried to use a pair of blonds in a soapy scrub down for their promotional poster. And it’s a trend that’s not only going on in America; it’s been covered on a blog about Eurobike.
One bike manufacturer, Titus, has a history of pushing the envelope– from ads that “arouse” to a campaign that was actually rejected by a mountain bike magazine.
But Titus didn’t always go the T&A route. They once ran a campaign illustrating what riders would do just to be able to afford one of their pricey bikes. Ads featured men who were willing to disappoint college-bound sons, horse-riding daughters and diamond-wearing fiancés. Still fun, but rooted in truth– that Titus riders covet their bikes.
My favorite campaign was what Cannondale did a few years back. Print ad below. So simple, yet insightful. Plus, something that mountain bikers totally got. Other ads featured dirty contact lenses and a dirty Q-tip.
I’d like to think that bike enthusiasts would still respond to advertising that cleverly conveys something unique about the product. Like this new ad for a folding bicycle. I’d like to think that sales and rentals jumped up for a Utah bike center after they ran an ad depicting an ideal world for bikers.
Bikes have colorful histories, passionate owners and are tied to lives lived outdoors. Each company has its own story. With different types of bikes, come different insights. Bikes are, for lack of a better word, sexy already. Brands don’t have to play to the male libido. When you think about it, a bike just might be the best thing a person can hop on and ride… that is, of course, other than another person.
Hey, thanks for the pingback. And your point about “bikes are sexy already” is right on the money.
In the ad biz, we call the practice using somehting unrelated (in this case, sex) to sell somehting else “borrowed interest.” And in thrity years in the bike business, I’ve never seen the point of needing borrowed interest to sell somehting people are interested in– and even passionate about– in the first place.
But I guess the question answers itself: Sex in bike ads = “we don’t think you’ll find our brand or products interesting unless we attach some boobs to it. And while I like boobs as well as the next fellow, that’s not what I’m after in cycling.
PS: For the record, my blog is mostly about the bike business in the USA & Canada. Doing a rant about a Eurobike ad was a one-time thing.
Sex and bikes isn’t restricted to the USA and Europe….
I do like that fact that you fail to mention one of your own clients Electra, who has pin ups on some of their bikes.
Doesn’t sex sell any product better?
I think Ben might be referring to Electra’s “Flying Sue” model. A bike that’s inspired by the planes of the 1940s. In my opinion, the pin up illustration pays homage to an era.
Rich you are sounding like the right to lifers that also push for the death penalty. You can’t pick and choose to better suit your argument. Furthermore, seems pretty unclassy for an agency to have a blog where you comment about other agencies work. Both TDA and Periscope who do Handsome’s work are top notch. How about open up a comment section of your portfolio page, so they can comment on yours?