Abstinence Goes Viral
by Jo Piazza
Pundits, politicians and yes, party animals have all weighed in on the Bristol Palin meets Mike “The Situation” Sorrentino ad promoting abstinence and condom use. But apparently no one is laughing harder than Palin, Sorrentino and the Candie’s Foundation which commissioned the viral video.
The marketing team at the foundation, the charitable arm of the teen fashion company best known for its bubblegum pink ads with Britney Spears, brought Bristol Palin on board as an ambassador to speak out on the topic of teen pregnancy following the birth of her first child last year.
Palin has since said that she plans to practice abstinence until she is married.
The foundation’s marketers have been keeping a close eye on Palin’s run on the reality dancing competition Dancing with the Stars. In a recent brainstorm session they came up with the idea to bring together the fan base of Bristol (Conservative teens) with the fan base of the MTV show the Jersey Shore (15-35 year-olds with a Peter Pan complex) since Shore castmember Mike Sorrentino was also competing on the dance show. Dari Marder, Chief Marketing Officer for Iconix, Candies’ parent company, asked Bristol to talk to Mike about doing a spot for them. Continue Reading →