You know how we’ve always had that wish that the paper industry would be doing so poorly that it’d stoop to half-baked ideas like packaging normal paper in a box with the Dunder Mifflin logo on it and marking the price up in the hopes that it will make The Office-loving consumers excited about using paper again, even though the paper is otherwise completely normal and computers exist? Well, our wish has been granted! You can now purchase Dunder Mifflin brand paper from the Staples-owned paper supplier Quill.com, which describes it as “20 lb, 92 bright copy paper — 100% fun!” Haha, SOUNDS FUN! From the Wall Street Journal:
The Dunder Mifflin deal is an example of “reverse product placement.” For decades, marketers have worked to embed their brands in the plots of TV shows and movies as a way to stand out in a crowded ad market. Nowadays, they are seeing value in bringing to life fictional brands that are already part of pop culture. That can be far cheaper than building brands from scratch.
The article also mentions that “the Dunder Mifflin packages will be emblazoned with slogans such as ‘Our motto is, Quabity First’ and ‘Get Your Scrant on,’ well-known phrases from the comedy series.” Which, we can all agree, are probably just the MOST well-known phrases from any comedy series. Those are number one and number two and then number three is something Dave Chappelle said in an opening monologue once. DUH! We all know the list. But to get back to the point: “Reverse product placement” seems like a very short-sighted but probably good enough marketing idea! The only other example of it I can think of is that Roger Sterling book, but I’m pretty sure that was and continues to be a best-seller. OH, also the time The Simpsons took over 7-Elevens? There are probably a million other examples already, but here are a few products that I really want and that I’m going to cross my fingers for forever:
- Inside, the NYT best-seller novel by Gossip Girl’s Dan Humphrey.
- A cup of coffee from Gilmore Girls’s “Luke’s Diner.”
- A hat or whatever from How to Make It In America, for Gabe.
- All of the inventions from when Honey I Shrunk the Kids was a TV show.
- Shoes from Adam’s shoe company on Parenthood.
- Buzz Beer, OF COURSE.
- It’s Always Sunny transforms every bar in Brooklyn into Paddy’s Pub.
And on and on and on and on and on forever! As it turns out, all of the best things are products that exist on TV and not yet in real life. RIGHT? What do you want from TV? Also all of it? HELLO? You definitely at least want a copy of Inside, I know that for sure. (Via Splitsider.)