Meet Miss Texas Pete. Young and beautiful—with a penchant for tight tops and Wranglers—she was on hand to spice up tailgating activities at the University of Georgia’s October 7, 2006 home football game against Tennessee. Signing calendars and passing out samples, Ms. Pete no doubt wore a big smile while showering attention on inquiring fans.
Although no information is available about Ms. Pete on TW Garner Food Co.’s website, there are photos of her with fans at several SEC football games, and she’s been sited at past NASCAR events as well.
Why does Garner use a beautiful woman to hawk its hot sauce? Physical attractiveness and a male audience do figure into the equation notes Dr. Jacque Lambiase, author of a recent chapter on how and why marketers use sexy women to promote their brands. She interviewed several females in the Dallas area who, through a modeling agency, got gigs entertaining males clients and working booths at auto trade shows. “Eros is mixed into a clever concoction that is part woman, part car,” notes Lambiase. Hmm… perhaps that can be extended to “part woman, part condiment.”
See: Lambiase, Jacque (2006), “Erotic Encounters: Female Employees and Promotional Activities,” in Tom Reichert and Jacque Lambiase (eds.), Sex in Consumer Culture: The Erotic Content of Media and Marketing (pp. 245-261). Mahwah, NJ: LEA.
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