It’s an image from an (almost) bygone era. The auto parts manufacturer calendar, complete with scantily clad models positioned on decidedly masculine cars, or the latest lug wrenches displayed in the hands of pouty muss-haired women.
Until this year, Italian tire company Pirelli had taken that standard up a notch, featuring semi-nude supermodels with household names in an effort to create mystique around their calendar, which is never sold but only gifted to a select group of 20,000 VIPs. Each year, the latest edition is introduced with a lavish party attended by fashion A-listers and others.
For 2016, however, the company worked with famed photographer Annie Lebowitz to shift into a new direction. In 2000, Lebowitz had photographed models positioned as Greek nudes for the project. This year, she used a simple muted background to feature models such as Mellody Hobson, president of Ariel Investments; “Selma” director Ava DuVernay; music legend Patti Smith; and Iranian artist Shirin Neshat, among others.
The concept was to feature women whose achievements speak far louder than their physical attributes, and whose beauty comes from strength of character. The goal? Most likely to step away from the male-focused marketing of the past, and to tap into the growing buying power of women world-wide, including within the luxury car market.
So far, the impact has reached far and wide, and in a hurry. Within days of the first photos being released, Pirelli’s calendar was featured in articles in the New York Times Fashion & Style section, Elle Magazine and Vogue online, and on CNN as well as others. The company’s website devoted to the calendar features behind the scenes shots, interviews with some of the women, and Lebowitz’s thoughts on the concept. Always its own marketing vehicle, the 2016 Pirelli Calendar has taken on yet another life of its own.
In shifting gears this year, the Pirelli company has shown a willingness to move with the tides when it comes to successful PR:
Know your audience. Pirelli has always known it has male car owners and auto fans as its customer base. With this move, however, they are appealing to a significant female market. With women representing an increasingly large percentage of purchasing power- and an even higher level of purchasing influence – the time had come to close the boys’ club when it came to their iconic calendar.
Get their pulse. Appealing to women is one step; truly knowing what is important to that demographic is yet another. There is a palpable cultural shift happening when it comes to the portrayal of women in our society, and recognizing achievement over attributes goes a long way to respect that change.
Bring in the talent. Handing the 2016 calendar to Annie Lebowitz meant giving creative license to a legendary artist and professional. In trusting her with the images, Pirelli not only put a strong name on the project, but also drew in women who would not have returned a call from a lesser known photographer, thus adding more power to the lineup.
Knowing when to shake up the old standard is a key skill when forging your PR path. Information needed to do so correctly can come from many channels, including contemporary culture, research, and social listening. We can help gather the information you need to find the direction that’s right for your company, and help you create the strategy to maximize it. Give us a call so we can evaluate and create your next great opportunity! We’re at (203) 762-8833 or www.klcpr.com.
-BML
