Paris Hilton is featured in a series of print and TV ads for the sparkling wine Rich Prosecco, which has been dubbed a "Champagne in a Can." The print ad, featuring Hilton in nothing but gold paint, has generated the most press coverage, but the campaign includes at least two TV spots as well.
Why Paris?
According to Rich Prosecco founder Günther Aloys, "Nobody else currently embodies carefree lust for life as convincingly and glamorously as Paris Hilton. That's why she's matches Rich Prosecco so well." Another possible explanation for the use of Hilton's image may be a desire to reach a younger audience than the typical sparkling wine consumer—the TV spots feature stills of Hilton scantily clad, set to electronic dance music.
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Fast Facts
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Product name
Rich Prosecco
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Company founder
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Fact:
Ad campaign featuring Paris Hilton debuted late 2007
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Fact:
Hilton had been convicted of DUI earlier in the year
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Fact:
Italian sparkling wine in a can
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Fact:
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Rich Prosecco ad slogan
"Enjoy the unmatchable feeling. Sparkling, Fruity, Fresh, Ice Cold."
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Fact:
Available in lower alcohol versions, "Rich Passion" (passion fruit) and "Rich Royal" (strawberry and cassis fruit cocktail)
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Fact:
Francis Ford Coppola marketed another "Champagne in a can" in 2004
