Nikon Inc.
McCann Erickson
Coolpix S6, a 6.0 megapixel digital camera with 3x optical zoom, a 3.0 inch LCD, wi-fi and pictmotion. Manufacturer's suggested retail price: $399.95.
May 10, 2006
Younger demographic, typically teens and young adults who will pay the high price for a tech gadget that's considered a fashion accessory.
Kate Moss and the Coolpix S6 are featured in a darkened, almost mysterious environment. Moss seduces viewers with sultry looks and the Coolpix S6 spins in and out of the shots to show off its assets as well.
Images flash between the Coolpix S6, Kate Moss and her holding the camera with words like "sleek," "sexy" and "stunning" used with the line, "Kate's not bad either."
• Nikon's goal with the campaign was to pair a fashion icon with the camera to present it as a fashion icon as well. The ad hits the mark with those who view their iPods and RAZRs as accessories.
• The promotional Web site that ties in with the campaign features tons of extras like the making of the campaign, interviews with Moss and an in-depth look at the Coolpix S6.
• For teens who may want the Coolpix S6 but can't afford it, a more conservative parent may not be so inclined to buy the camera after seeing the commercial.
• There will always be consumers who won't be able to look past Moss's previous cocaine use no matter what she's promoting.
• Magazine ads featuring Moss debuted April 12, 2006, almost a full month before the commercial debut.
• The Nikon deal is considered a comeback for Moss, after some of her endorsement deals were canceled over cocaine use in late 2005.
• On November 18, 2002, actor Val Kilmer pitched the Coolpix 2000 digital camera in the company's first national TV commercial to use a celebrity spokesperson.
• Nikon is the number five digital camera company, according to research firm IDC.
• In 2005, Nikon saw a 25-percent increase in point-and-shoot digital camera distribution, which is about 7.6 million cameras.