What makes you hot this summer?
Stray Thoughts talks about the techno-sexual generation and other seasonal matters.

The New York Times informed us that the latest fragrance from Calvin Klein is targeted at what the label-conscious company identifies as the ‘techno-sexual’ generation. We are not at all certain what it is those of a techno-sexual tendency indulge in – something that involves the joy of text perhaps?

VESTED INTERESTS Supermodel Jessica Miller is one of the celebrities hired by Calvin Klein to sell its range of underwear with ads in Vogue and other fashion magazines. CK is now pushing its CKIN2U fragrance at what it terms the ‘techno-sexual’ generation.

What we fear is the disappointing inevitability that the term may be nothing more than another invention of marketing jingoists endeavouring to create a new niche market in order to profit from it. Nothing wrong in that per se, but it would be a tad sad and predictable. Anyhow, the new techno-sexual scent is called CKIN2U.

Yes, CKIN2U, which is about as clunky and corny as new branding gets. A gushing press release told us that the product positioning for CKIN2U expresses itself as “She likes how he blogs; her texts turn him on”. How ho-hum and out-dated it sounds.

Notice how conventional gender role modelling is reinforced by this supposedly leading-edge product that should be more socially aware. The ‘he-man’ gets to use complete sentences and indulge in big words by blogging out his innermost thoughts for the simpler ‘she-woman’ to admire and cherish fondly.

The female, on the other hand, is limited to the likes of LOL and other abbreviations of a sexual orientation designed to lead the man on and distract him from his otherwise higher thoughts. Adam and his tempting Eve are alive and well and living in CK land, only now a mobile has replaced the Eden’s apple.

Seems like the new product is actually old gender conservatism repackaged with a touch of added male fantasy. Recycling is all very fine, but in this instance ST scents a new idea that already smells like it’s past its sell-by date. Will UBIN2CK? Hope not.

From a marketing perspective, the question is how best might the new scent be promoted? Coming from the CK stable, we can assume the advertising will delve creatively into the sexual undergrowth. When flogging its underpants, CK has been adept at pushing the sexual buttons, using the likes of supermodels Christy Turlington and Jessica Miller and Arsenal and Sweden footballer Freddie Ljungberg.

But where best will the ads achieve the highest response levels? Would media planners be advised to schedule the CK campaign around TV shows that themselves contain elements of sex? A choice slot on Men & Motors, perhaps?

The sad truth is the latest findings in Applied Cognitive Psychology reinforces the suspicion that sex may not be the selling tool we once felt it was. Researchers who showed respondents saucy commercials in breaks during sexy shows found viewers’ minds were so absorbed in the show’s content that the ads were barely noticed.

Men remembered slightly more than women, but their brand-recall was poor. Interestingly, the same commercials rated higher in impact terms when shown in more mundane non-erotic programme breaks.

Earlier research studies had suggested that sex and violence in programming had a negative impact on attention levels paid to commercials. It was surmised this might be overcome by levelling the playing field somewhat through the strong use of sex in ads.

The new findings suggest that this analysis is mistaken. “It appears”, The Economist reported, “that sex does not sell anything other than itself”. Sponsoring the Angelus on RTE 1Television at teatimemay be the way forward for Calvin K?

Trouble is, the elusive techno-sexual target audience is probably tuned in to Lorraine K and her gal pals making an Xpose of themselves over on TV3. (“Tonight we dish the dirt on Christine Ag’s neighbour and get the gossip from Brad’s suitcase”). Sure wouldn’t any old ad shine out in such mind-numbing company.

CELEBS OUT OF STEAM

More evidence is emerging suggesting the cult of celebrities in advertising may have peaked and ordinary folk are back in vogue. In their new UK campaign, Tetley Tea features non-celebs such as a school dinner-lady and a bowls player from London and a publican from Bury under the umbrella of ‘Everyone’s Cup of Tea’.

Not rocket science, but it makes a change from buying a famous face and sticking your pack shot alongside it. More welcome news is the editing out of Norn Iron actor James Nesbitt – he of Cold Feet fame – from the Yellow Pages ads.

In the Mother agency’s first work for YP, the ads feature ‘the people behind the numbers’ such as a plasterer, a roofer and a cake-maker. The inevitable irony is that this form of natural-style advertising will become the launch pad for the careers of new celebs. Step right up and fill the shoes of the next Big Brother.

Mind you, they’ll have their work cut out to compete with the rebirth of Mr Tayto, who was resurrected in the guise of a 21st century social guru making witty commentary on contemporary issues during the recent general election.

The hard task is for Chemistry to resist the temptation to turn the venerable crisp maker into a modern cynical smart-ass as the honourable Mr T (not the Snickers macho man) has more in common with oul’ Mr Brennan than with Fido Dido.

CHEF SPECIAL? Marco Pierre White was the leading media-luvvie chef in the UK until he unwisely trained up Gordon Ramsey at his Harvey’s eatery and told him about becoming a celebrity. Now the multi-Michelined Ramsey rules the world and poor MPW is reduced to saying daft things to gain attention.

TOTALLY REPTILE

For a company with its finger so firmly on the pulse of social awareness, Nike’s decision to mark its 25th anniversary by launching a limited-edition range of crocodile-skin trainers at