Messaging of Cocktails, and Other Notes from the Culture's End
This afternoon I read Lizzie Widdicombe's piece on entrepreneur (I guess) Bethenny Frankel, who has parlayed a gig on “The Apprentice with Martha Stewart” into a regular turn on “The Real Housewives of New York,” on which she began to promote her Skinnygirl products: margaritas and other adult beverages, as well as chips and popcorn and salad dressing. It's not my thing—none of it—but it's a good window into the world that runs things now.
Here's Frankel with her assistant, Alexandra Cohen, blonde and 26, in a black SUV on the way to a promo appearance:
Frankel would be meeting a group of life-style bloggers who had been hired by [Jim] Beam to act as “influencers” for Skinnygirl Cocktails. “These are ten bloggers who are going to share with every single follower that they met you, and that you're inspirational,” Cohen said. She added, firmly, “It's important that you message the right things to these people. Because these people have a ton of followers.”
“O.K.,” Frankel said. “Why did they only pick ten, though?” She's active on Twitter, but the nuances of social media sometimes escape her. (An agency called DM2 manages most of her social-media accounts.)
“Because they're the most influential.”
“Influential of what?”
“Messaging of cocktails,” Cohen said.
Amid the awfulness, comedy.