The Rhetoric of Houlihan’s Restaurant ‘Sex in the City’ Advertising

Houlihan’s is a mid-scale restaurant chain that specializes in American style foods and original drink concoctions. In 2003 and 2004 I worked for Houlihan’s as a waiter, and recognize the fact that the promotional branch of this restaurant is very strong and well coordinated. In a recent dining experience at Houlihan’s I was exposed to their latest marketing tactic, which involves a collaboration effort with the upcoming release of the ‘Sex in the City’ movie. From my observations, I find it blatantly obvious that Houlihan’s is currently involved in a marketing tactic that utilizes the ‘Sex in the City’ title, along with several other elements of rhetoric to push the sale of martinis. Additionally, I would like to assume that this marketing tactic is more exclusively appealing to women, however, I recognize the fact that this example may also appeal to certain types of men.


Houlihan’s main marketing material in this effort is a table tent graphic art exhibit that displays a variety of rhetorical devices. Additionally, the organization has incorporated the use of graphic t-shirts in their wait staff uniforms as a reinforcement piece. One rhetorical device used in this piece is the word ‘Diva’. The Oxford American Dictionary defines ‘Diva’ as:

1. A famous female Opera singer
2. An admired, glamorous or distinguished woman

From these definitions, we can assume that there are several different types of people that the word ‘Diva’ will appeal to. These definitions reveal to us that ‘Diva’ denotes a woman, and one who is distinguished and well liked. The main definition, regarding the famous Opera singer, actually has little to do with the marketing in this example, unless you utilize the word ‘famous’ and remove the association with an Opera singer. If the goals of a particular person are to obtain a level or feeling of fame, and this person associates the word ‘Diva’ with fame, then consuming a martini under the title of ‘Diva’ may produce an association with fame. Whereas, if a particular person desires to be distinguished and glamorous, and this person associates the word ‘Diva’ with glamour and credibility, then consuming a martini under the title of ‘Diva’ will produce an association with glamour and credibility.

In this example, the word ‘Diva’ is displayed in Houlihan’s marketing materials on the top of the table tents, and also as the main graphic on the front of the wait staff uniform t-shirts. In the case of the table tents, the word ‘Diva’ is displayed in all capital letters and surrounded by a lime green decorative border. The font size of the word is similar in scale to three other graphics within the advertisement. These graphics are: the Houlihan’s logo, the ‘Sex in the City’ logo, and a graphic of a young, glamorous female who is holding a martini. These four design elements are displayed in the four corners of the advertisement, therefore connecting them to one another, and containing the rest of the information on the table tent within their boundaries.

The table tent display most directly associates the word ‘Diva’ with the young, glamorous, martini-drinking female. The word ‘Diva’ is directly beside her, and with the decorative border pointing towards a martini that is in her hand. This graphic correlation indicates that young women can associate themselves with the word ‘Diva’, and everything that the word implies, by drinking a martini.

Moving down the page, we find a slogan attached to the word ‘Diva’. The slogan reads “The Perfect Accessory: The Martini”. Now we find a strong correlation between the Martini, and the concept of Accessories. An appropriate syllogism that this marketing tactic is attempting to assume looks like this:

Women buy fashion accessories
The martini can be considered a fashion accessory
So, Women will buy martinis

On this premise, Houlihan’s has defined a popular item that exists outside of the restaurant business and has connected it to a consumable product on their menu. If we return to the image of the young, martini-drinking female on Houlihan’s table tent marketing material, we find that the image of the martini within the female’s hand is on the same plane as a large hoop earring in the female’s ear. Therefore, Houlihan’s is connecting the martini with the earring, and attempting to associate the drink with other popular accessories.

What we have defined to this point in the message of Houlihan’s marketing tactic is that Diva’s are young, glamorous, women who accessorize and proclaim their ‘Diva-ness’ by donning martini’s. We can assume that a certain number of clients are going to associate with this descriptor, or want to be associated with this model image. In truth, however, Houlihan’s has not hit the entire audience with just this marketing angle, and they know it. There are two other distinct elements within the design that appeal to broader audiences: The association with ‘Sex in the City’ and a $5 price tag.

The most pertinent of these elements is the association of the advertisement with the TV show, “Sex In the City”. Personally, I have never seen the show, and have little knowledge of how the elements of the show are present in the advertisement. Knowing this, I consulted with a friend who is fanatically obsessed (literally) with the show ‘Sex in the City’. For the sake of this analysis, we’ll call her Kate. Kate explained to me that each of the drink concoctions presented in the advertisement are named after characters within the television show. The drinks, and their association with the characters are as follows:

1. Tutu Mango (the Carrie):
a. Drink description: Fun, fruity and totally original. Helloooo, Lover.
i. SKYY Vodka, Triple Sec & Mango
b. Character description: Carrie is the main character in the show, and writes the column “Sex in the City”. The column is about her friend’s trials and tribulations in the sex world. She is a funky dresser, and is outgoing.

2. X Boyfriend (the Samantha)
a. Drink description: Liberating and OH so satisfying
i. SKYY Vodka, X-Rated Fusion, Grapefruit & Cranberry
b. Character description: Samantha is the promiscuous character. She sleeps around, and gets with a new guy every day. She only dates younger men, because it makes her feel better.

3. Tartlet (the Miranda)
a. Drink description: Tart and sassy. Baby’s breath meets Harvard Law.
i. SKYY Vodka, Campari & Guava
b. Character description: Miranda is a tomboy. She’s tough and doesn’t take flak from anyone. She is a lawyer, has a kid, and is a no-nonsense mom.

4. Peach Yorkie (the Charlotte)
a. Drink description: Accessorize with pearls, twinset, and anything Burberry.
i. SKYY Vodka, Triple Sec, Disaronno & Peach
b. Character description: Charlotte is prim & proper. Just wants to married and have babies. She is also a Museum curator.

5. Mr. Big shot
a. Drink Description: Sweet and sour. On and off. Here’s looking at you, Kid.
i. SKYY Citrus Vodka & Fresh Squeezed Lemonade
b. Character description: Mr. Big Shot is Carrie’s on again off again lover.

With the understanding that each of the drinks associates with a character in the show, we can begin to understand how Houlihan’s is attempting to use the names and descriptors of the characters to create a mental association of the client with the drink. For example, if a client associates at all with one or more of the show’s characters, they may be more inclined to read the description, consider how the drink concoction represents the character, and hopefully purchase a drink, or two. The point here is that a fan of the show will most likely take the time to at least read and think about what the advertisement is presenting. The variety of language that the descriptors utilize then becomes a vector for steering the client’s thoughts towards associating with one or more of the products. Infinite possibilities for association, contemplation, and thought about the products become present in the clients mind, which then enables Houlihan’s to market directly to the fan of the show.

If the attempt to produce an association with ‘Diva’, or an association with the show ‘Sex in the City’ fails, there is a third mechanism present in this advertisement that is above all else: price point. $5 is a nice even number, and it’s cheaper than all of the other martinis on Houlihan’s menu. This is going to get to the bottom of the price conscious individuals gut, consumer instincts. The price point line of the advertisement reads, “Exclusive Sex and the City Martinis $5 on Wednesdays”. This says “We’ve got something special, and we’ll sell it to you for less than our other drinks”. At this point, the customer has had three unique exposures that will cause them to at least consider purchasing one of these drinks.

From my experience in working with Houlihan’s as a waiter, I know that the goal of this company is to sell alcoholic beverages to dining customers. There are multiple efforts made by Houlihan’s that include advertisements, constant creation of new and appealing drink concoctions, and training their wait staff to sell drinks. At this point, the word ‘Diva’ returns to the example, and the wait staff assigned to the customer comes up to the table, sporting their ‘Diva’-clad uniforms, and asking them the signature line, “Can I bring you one of our new martinis”. This is the point in time when all of the elements discussed previously come together. The customer has a split second to decide whether or not they have associated with any of the elements presented on the table tent, consider whether or not they want to break their association with these elements, and say “yes” or “no”. In the case of my wife, the answer was “yes”, even though we unanimously agreed prior to entering the restaurant that we would not be drinking alcohol with this meal. As a side note, this is the reason that I chose the Houlihan’s example as the topic for my paper.

The ‘Diva’, the use of ‘Sex in the City’ as a co-collaborative marketing effort, and the price point of the Houlihan’s drinks are a deadly mix of rhetoric genius. Houlihan’s marketing branch has used words and images to make customers associate with their products in an effort to persuade them to buy drinks. As stated by my wife, “It’s not so much about ‘Sex in the City’ is it”, to which I answered, “No sweety, it’s about getting our money”.