So many companies have succeeded in using music downloads to generate buzz and/or sales for everything from sodas to computer hardware that the trend has reached a new frontier: women’s toiletries.
First, Caress used a free download of head Pussycat Doll Nicole Scherzinger’s version of Duran Duran’s “Rio” to promote its new Brazilian Exotic Oil Infusions Body Wash – a decision that seemed even iffier after people actually heard the breezy, Brazilian version of “Rio” on caressbrazilian.com.
Now, Degree is taking it one step further. They’re using “High School Musical” star Ashley Tisdale to promote their new Degree Girl anti-perspirant line and they’re hoping to get girls to buy the deodorants to get a code that will let them download music from degreegirl.com. The Tisdale songs available on the site include her versions – recorded exclusively for Degree – of Whitney Houston’s “I Wanna Dance With Somebody,” Belinda Carlisle’s “Heaven Is a Place on Earth,” Cyndi Lauper’s “Time After Time” and Cathy Dennis’s “Too Many Walls.”
The real draw, though, is Tisdale’s oddly techno take on Rick Astley’s “Never Gonna Give You Up,” which could quickly become the target for next-generation “Rickrolling” pranksters. Who knows? With that kind of viral support, Degree may find itself with a hit on its hands.
PHOTO: Ashley Tisdale for Warner Bros. Records.