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HBO’s witty, iconic show, Sex and the City, saw better days on the small screen before it’s second film installment received a caustic lashing from film critics nationwide. Now the single girl empire built by stilettos and Cosmopolitans is accused of being bigoted, offensive, and abysmally juvenile for it’s outlandish portrayal of Middle Eastern sexual politics and irreverent take on marriage, motherhood, and the economic recession.
But while the filmmakers-director, screenwriters, and producers- got the formula wrong, the marketing team had the recipe for empirical success. This sequel “outbrands” its predecessor through product placement on screen (think luxurious Mercedes Maybachs on parade and cameos of glittery Louboutin stilettos) and off (HBO marketing has created bra styles for each of the four characters, cocktail glasses, and a “Carrie” necklace).
From a marketing perspective, the former cable series’ transformation into a big-budget franchise is like hitting pay dirt. American women who are sipping on the hype of sisterhood and “labels or love” will flock to the screen and then to retailers to open their wallets for Sex and the City approved (and applauded) bling. Still, some true blue fans are getting frustrated with the series market expansion, condemning it’s capitalistic embrace. Time will tell whether fans are “Carried” away with the sequel’s product placement or eternally turned off.
A blog about the art and the science of marketing research. 
