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Mercedes Aims For The Ladies With Sex And The City II

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Sarah Jessica Parker, Chris Noth, and a Mercedes-Benz E-Class Cabriolet

Sarah Jessica Parker, Chris Noth, and a Mercedes-Benz E-Class Cabriolet

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Mercedes-Benz has made some surprising announcements in recent weeks, perhaps the best example being its hybrid-only lineup of S-Class vehicles. The automaker also lifted the veil on a number of vehicles at the 2010 New York Auto Show, including the E-Class wagon and the revamped R-Class. To spread the word about those rides, however, Mercedes has resorted to a less-surprising tactic: placement in the upcoming Sex and the City sequel, which is called -- yes -- Sex and the City II.

According to Steve Cannon, vice president of marketing for Mercedes-Benz USA, the sponsorship of Sex and the City II amounts to more than just putting Sarah Jessica Parker and pals in the backseat of an E-Class sedan (though we expect to see plenty of that, too). Mercedes is also sponsoring premiere events in 20 - 30 locations around the globe, and for the rest of the viewing public, local dealers will host special pre-screenings.

Without question, this is a smart move for Mercedes. Recent statistics indicate that women buy around 60% of all new cars and 53% of used cars, and since the Sex and the City franchise has such a huge following among women...well, you can do the math. It sounds like another high-profile advertising opportunity for Mercedes -- kind of like the Super Bowl, but in really expensive strappy sandals.

In related news, Mercedes has also booted Lexus as lead sponsor of the U.S. Open tennis tournament; given that the average income of attendees hovers around $120,000, that's sounds like a no-brainer, too. Less intuitive is Mercedes-Benz's continued product placement on CBS programs like How I Met Your Mother and Two and a Half Men -- but then, there's probably some crossover between Neil Patrick Harris fans and those who love SJP.

[MediaPost]

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