3 Responses to “Consumers In Control: Cristal Review”

1. Jinal Shah
   Posted from: 69.141.194.103

   June 19th, 2006 at 4:44 pm

   I actually read the Economist article this piece is referring to: the comments weren’t really racist in nature, but the implication wasn’t positive either.
2. Morpheous Coleon
   Posted from: 38.101.195.226

   June 20th, 2006 at 2:46 pm

   Cristal Jay-Z and Hip Hop

   Hip Hop makes money in the billions for itself and corporations. People like Jay -Z are astute to this fact and position their brands to profit off of brands like Cristal. I think Cristal has an image they want to uphold and I am sure Hip Hop was not their target demo. I find it curious after making alot of money off of HiP Hop consumption , BET & MTV free product placement now Cristal wants to distant their brand from that demographic. Now that Hip Hop has brought Cristal to the mainstream via free ad mentions. Cristal wants to now use the opportunity to re-connect with its target demo (free of charge thanks to Hip Hop).A Savvy strategy but I don’t call it racist. If I being an African American had a brand of Automobile like Maybach I would not want Flavor Flav driving around “acting out” in my brand. I would not want product placement in videos with scantily clad women being groped and Cristal being poured on them. The fact about high end prestige brands is yes they are about excess and extravagance but subdued behind private quarters. Act like you been there before, don’t make a Maybach or Cristal seem common by placing the product in brand compromising situations. Rappers take these brands and showcase them to consumers who cannot even afford them for the purpose of bravado. The brands themselves don’t want placement in that space or even in Wal-Mart because that is not the target or marketing strategy. The Ying Yang twins promoting Cristal dilutes the brand. Firms have the right to postion and envision anybody they want to as an ideal consumer. It is just business not racism. Jay-Z would not want nerds or obese people wearing his rocawear clothing brand. You see Sean John’s product placement and it is always sexy and attractive they would not feature a nerd because of their brand strategy. So it is not racism it is just business. I doubt Cristal would disapprove of Will Smith or Michael Jordan promoting the product. Hip Hop has been a culture of rip-off whether it be stealing samples for beats or stealing icons of rich decadence like Cristal and remix-in it to validate the genre.
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   Posted from: 24.188.167.177

   September 12th, 2006 at 2:01 pm

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