Who knew watching TV in your jammies could constitute PR research?But when Sex and the City's fab foursome - Carrie, Samantha, Charlotte and Miranda - toasted Carrie's engagement with grapefruit martinis, they helped christen a $470,000 promotion from the Florida Citrus Commission (FCC).
"After the show, we all asked, 'Did you see that?'
Michelle Candler, FCC's deputy executive director of marketing told the AP. "What an opportunity to contemporize grapefruit juice."
The drink is named the Ruby, and the FCC is targeting young, single, urban women from Chicago to South Beach to pump up pulped grapefruit juice sales.
The department has launched idrinkruby.com, and to help get juices flowing, FCC ad agency Golin/Harris has mixed up what it feels will be a winning Ruby recipe: Ruby red grapefruit juice, citrus vodka, a garnish of pink grapefruit, and a glass rimmed in sugar.
Though with Samantha hopelessly in love, Carrie out of love again, Charlotte single and barren, and Miranda single and pregnant, we wonder how aspirational those girls really are ...