posted by catherine / January 25, 2005 /
2 comments /
sometimes i love the celebrity puff profile pieces in the post's style section. oh, who am i kidding? i always love them! and today they've got what i think is a particularly fascinating piece on PR guru jonathan cheban, whose job it is to raise the profiles of whatever products have hired him to work on their advertising campaigns. basically, it means he's got to get stuff like evian water bottles or certain products into music videos or the pages of US weekly - because if you can get a shot of lindsay lohan wearing your company's shoes or chatting away on your company's cellphone, it both creates a lot of buzz and saves you millions of dollars in paid advertising.
cheban is apparently a genius at this kind of stuff. but this time around, a PR marketing firm has given him what seems like the most impossible of jobs: making lean cuisine cool!
"It costs $50,000 to get your product in a rap video now," explains Ryan Berger, the head of "buzz marketing" at a company called Euro RSCG Worldwide, the same firm that handles Evian. "That's why Jonathan is so crucial. He makes it okay for Paris to hold that Evian bottle."
This week, Berger is betting heavily on Cheban. He's hired him to fly to the Sundance Film Festival and bestow the penumbra of chic on something that sounds utterly chic-proof: Lean Cuisine. Yes, Cheban's mission impossible is to somehow finagle frozen dinners into the arms of some bold-faced names, and then immortalize that moment in the pages of Us Weekly, or one of its rivals.
The tough part is that Sundance is essentially the Mall of America during the festival. Cadillac, Nautica, Philips, Hewlett-Packard, Heineken and dozens of other companies -- they're all going, too, trying to sideswipe a celebrity long enough to generate an image that can be "serviced," as it's known in the biz, to the press.
"The dream would be to have a Hilary Swank or a Will Smith get hungry at midnight, when all the restaurants are closed, and order 10 boxes of Lean Cuisine to their condo," Berger says. "Then have Jonathan deliver the Lean Cuisine with a deliveryman and a photographer and get a shot of that. It would totally transform the way people think about Lean Cuisine."
did anybody else just BUST OUT LAUGHING upon reading that last paragraph? it's one of the most ridiculous claims i've ever heard - that lean cuisine believes someday that it can be contained in the same lexicon as evian water or (ugh) ugg boots. lean cuisine is what the other half of america eats - the non cameron diaz, non paris hilton, non famous, non-thin-as-a-stick-insect-who-shop-at-safeway-half of america. BWAH. lean cuisine is DREAMING.
but then i started reading the rest of the article.
Talk turns to Cheban's upcoming Lean Cuisine job. How exactly is he going to pull off this miracle?
"I can tell you exactly what he's going to do," Grubman interrupts. "He's going to walk around in the afternoon and stick Lean Cuisine in everyone's hand." She's laughing now. "I'm so glad I'm not going to be there because he'll be like, 'Here!' "
"No," groans Cheban. "It's going to be at a spa, so people will be eating it after they get their facials."
"What if they don't want to eat it?" teases Grubman.
"It doesn't matter!" says Cheban. "I'll give it to somebody else who wants to eat it."
Like Star magazine. The latest issue, the one published last week, ran an In & Out column that announced that fried foods are officially out, and -- you got it -- Lean Cuisine is officially in. Us Weekly, meanwhile, worked a Lean Cuisine reference into its "Best Bashes at Sundance" page, leaking the news that "clean-living stars can nosh on Lean Cuisine's new Spa Cuisine line" at the Shutterfly Lounge.
Ka-ching!
maybe the impossible isn't so unlikely as i thought. and then i read this sentence: "Suddenly, [Cheban]'s surfing the Internet on a gadget called a Sidekick."
and i realize: if this is a man who has made tommy's trademark phone cool, then he can probably do anything.
viva la lean cuisine!