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Calling all 34FF bingo players

Posted in Advertising January 29th, 2007 by Melinda Varley

Katie Price, aka Jordan or as some people refer to her, the 34FF ‘glamour’ model, has this week been named as the ‘face’ of Foxy Bingo.

Foxy Bingo is seeking to appeal to the 18-34 year old market and have therefore used someone who is in the very public eye and on the covers of various women’s magazines. But is there a big enough connection between women, bingo and Jordan in order to get us to play online? I don’t see any.

First of all, I don’t think Jordan would actually have the smarts to play bingo let alone know how to use the internet. Yes, some say she is a terrific business woman, making her millions by mutilating her chest to stick out so far she probably can’t tie her own shoelaces.

I don’t think women will all of a sudden sign their hard earned pounds away just because Jordan supposedly is. Yes sex sells, but it can make the company using the idea look a little desperate.

Jordan is very much her own brand rather than a selling brand. I think her lingerie line could do well because it is part of what she is about – revealing herself. I just can’t see any connection between her and Foxy Bingo and for a celebrity to front the campaign, there must be some kind of connection.

For example, when David Beckham fronted Gillette it worked simply because you could imagine him actually using the product. Same goes for when he fronted Police sunglasses, you actually saw him wearing them therefore people would buy the sunglasses to be like Beckham.

Celebrities who front campaigns do it for two reasons: publicity and money. However, the brand itself must get something out of it other than a glamorous looking print ad. Jordan’s CD sales proved she can’t sell absolutely anything.