Sarah Jessica Parker’s partners: ‘Sex and the City 2’ tie-ins are everywhere


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Even though ‘Sex and the City 2’ doesn’t open on the big screen until May 27, the cross-promotional marketing/branding juggernaut is already moving faster than Samantha trying to bed a new beau, with makers of cars, bubbly and hand-held computers throwing in their lit with Carrie and company.

The back page of the May 21 issue of Entertainment Weekly (which itself is nearly all dedicated to the movie) is an ad for the new Mercedes-Benz E-Class Cabriolet that proclaims it: ‘Stylish enough for Carrie, [l]uxurious enough for Charlotte, [s]mart enough for Miranda [a]nd fast enough for Samantha’ -- and points out that the car will make its debut in the movie. (Interestingly, there’s also a double-page ad for the Chevy Equinox -- just inside the same issue -- that depicts the New York City skyline and describes the car as ‘Built for Blahniks,’ though it makes no overt reference.)


The same issue has a full-page ad/tie-in for a new scent by Sarah Jessica Parker called SJP NYC and a full-page ad that depicts a bottle of Lipton sparkling diet green tea flanked by a foursome of fierce sparkling high-heeled shoes (tagline: ‘A little sparkle can give you a big lift’).

The June 2010 issue of Vanity Fair adds a full-page Moёt & Chandon Champagne ad, and another touting the ‘drop-dead gorgeous performance’ of a Vivienne Tam-designed ‘electronic clutch’ -- which sounds like a feature left over from the Mercedes-Benz ad but is actually some kind of palm top computer gizmo by HP (which, according to the ad, is also supposed to turn up on screen).

On Monday morning, we received an e-mail from the the ip-flop folks at Flojos, which is flogging ‘Sex and the City’-themed sandal styles, dubbed the ‘Carrie’ and the ‘Miranda’ (although curiously, there’s no mention of a ‘Charlotte’ or ‘Samantha’ version).

During a Friday spin through South Coast Plaza in Costa Mesa, we noticed Macy’s ‘SATC 2’-themed window display (apparently part of a gargantuan tie-in with the retailer that includes a ‘girl’s weekend’ sweepstakes, and a ‘SATC 2’-themed makeup brush set -- free with a $100 in-store purchase May 21).

Our inboxes have been filling all morning. A few minutes ago, we received an invite to a Decades Two/HauteLook event in New York City this Friday and Saturday that reads, in part: ‘Imagine if Carrie, Charlotte, Miranda and Samantha lived together ... well, we have. .. 400 square feet, 4 impossibly chic women, 4 to-die-for closets.’

Seconds later we got word of an upcoming ‘Sex and the City’ jewelry launch (at Ron Robinson at Fred Segal on Melrose) and pink infant T-shirts and onesies that proclaim the wearer a ‘future Carrie Bradshaw.’

It’s probably just the tip of the tie-ins yet to come. We’ll try to keep a tally of some of the best, and worst, of the bunch.

-- Adam Tschorn

First Look: ‘Sex and the City 2’

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