Sex and the Daiquiri: Celebrity Breaks Taboo, Plugs Booze In TV Spots

Kim Cattrall is developing a reputation for breaking television taboos. First she did it by portraying a libidinous character who redefined female sexuality on pay TV's, and ultimately commercial TV's "Sex and the City." Now she appears to have become the first celebrity endorser to appear in a hard liquor ad on U.S. television since such ads were originally banned by broadcasters in the early 1970s. Cattrall is set to star in a series of TV commercials endorsing Bacardi's Island Breeze, a distilled liquor product made with Bacardi rum.

Using a high-profile celebrity spokesperson - especially one closely associated with sex appeal - appears to break new ground for the burgeoning and controversial practice of TV liquor advertising, which has been skyrocketing, especially on cable TV outlets, much to the chagrin of public health advocates.

On Tuesday, Bacardi announced that Cattrall would appear in a series of print and cable TV ads created by of Avrett, Free, and Ginsburg touting Island Breeze, and even underscored the Golden Globe award-winning actress' ability to influence how Americans drink, noting how she "led a revolution in cocktails."

advertisement

advertisement

"We believe Kim will help do for Island Breeze what 'Sex and the City' did for the Cosmopolitan cocktail," boasted Alfredo Piedra, chairman of global new product development for Bacardi, referring to the drink made popularity by the show.

While celebrity endorsers have been known to appear in TV commercials for other alcohol products - Bruce Willis generated some controversy appearing in Seagram's wine cooler commercials years ago, and Brad Pitt recently plugged Heineken beer in a Super Bowl spot - this is believed to be the first time a celebrity will appear in U.S. TV commercials for a hard liquor product.

The move comes as public health advocates, especially the Center on Alcohol Marketing and Youth (CAMY) has been stepping up pressure on lawmakers and the media to curtail their use of television, not just for hard liquor products, but for all forms of alcohol. According to studies conducted by CAMY, liquor spots are proliferating on TV, especially on cable TV networks. While most of those spots are targeted at networks aimed at older viewers such as E! and Comedy Central, a significant number of underage viewers are also known to be exposed to those ads.

How consumer advocates, regulators and lawmakers look upon Cattrall's new push for Bacardi is not clear, but she clearly plans to make an impression.

"I have always enjoyed cocktails socially, but I have been conscious of both the calories and drinking in moderation," Cattrall stated in a Bacardi press release. "That is why I agreed to endorse Island Breeze. It is the first lite spirit. Now, I can have great tasting, lighter cocktails that are low in calories. Now that's sexy."

Next story loading loading..