Will you buy the shirt off of someone else's back?

Product placement has come a long way.  The combination of DVR's and reality television has led to a new Truman Show reality.  It's my opinion that eventually all advertising will be embedded.  You will see something you like, pause whatever you are watching, buy the item, and then go back to the show.  Sure beats trying to track down the agency account person to ask where they got that lamp. (True story.)

This week Adam Buckman from mediapost.com wrote a column admiring the moxie of Project Runway.  Their core sponsors are showcased in the Brother sewing room (sewing machines), Mary Kay makeup room (cosmetics) and Sally Beauty hair salon (hair products).

But recent sponsors also included Best Western Hotels which was featured through an inspirational trip to a branch in Austin, Texas, and AARP who sponsored a dress your mom challenge. (Buckman, 2016)

Clearly the possibilities are endless.

So what do you think?  Have you bought any items that you have seen in tv shows?  Or are you more likely to buy from Instagram, Pinterest and Facebook?  Does it matter if a friend bought it or liked it?  How about a celebrity?

Buckman, A . (2016, December 9)  'Project Runway': TV's Relentless Engine of Commerce.  mediapost.com.  Retrieved December 16, 2016, from

http://www.mediapost.com/publications/article/290728/project-runway-tvs-relentless-engine-of-commer.html?utm_source=newsletter&utm_medium=email&utm_content=mostread&utm_campaign=98847

Will hiring Ronda Rousey increase Pantene's sales?

Mixed Martial Arts are big.  How big?  Worldwide the sport has 300 million fans, more than Major League Baseball.  And when New York ended their 19 year ban against the sport last April, Ronda stood next to Governor Cuomo when the announcement was made. (Reinsmith, 2013)

But how many American women actually watch and who are they?  Data shows that ~27% of MMA fans are female.  41% of those are minorities.  Viewers are 18% more likely to be Hispanic and 40% more likely to be African-American.  53% of them are 18-34. (2012)

Does this sound like a good target for Pantene?  Parent company P&G has been shedding brands and cutting costs to restore profitability, but as near as I can tell Pantene sales were flat this year.  Their annual report says they are interested in growing users.

But I can't help thinking that Selena Gomez, their 2015 spokesperson was a better choice since Latinas are more likely than the general population to spend on hair care, and are responsible for 16% of sales.  Oh, and she has 120 million social media followers. (Romero, 2015)

Here's a look at the commercial.  "The tagline is: Don't hate me because I am strong."

https://www.youtube.com/watch?v=7TIQBnCSiik

So what do you think?  Are there enough Ronda fans in the US to make this campaign a success?  What about you?  Does it make you want to buy Pantene?

Reinsmith, T. (2013, October 15) Worldwide, MMA is bigger than MLB.  bloodyelbow.com.  retrieved December 18, 2016, from

http://www.bloodyelbow.com/2013/10/15/4841272/ufc-mma-bigger-mlb-ronda-rousey-superstar-anderson-silva-georges-st-pierre-jon-jones

(2012, November 16)  UFC 154 Audience Demographics.  scarborough.com.  Retrieved December 8, 2016, from

http://dialog.scarborough.com/index.php/ufc-154-audience-demographics-spotlight-on-female-ufcmma-tv-viewers/

Romero, A. (2015, June 15)  Selena Gomez Named New Pantene Spokesperson.  billboard.com.  Retrieved December 8, 2016, from

http://www.billboard.com/articles/news/6598155/selena-gomez-pantene-spokesperson-endorsement-deal-haircare

Is the time right for men to be more tea?

Last week I saw a commercial for Bigelow tea.  It stars Phil Simms, former quarterback of the Giants. 

Apparently I am a bit out of the loop as Bigelow has been featuring male sports figures in their marketing communications since 2005 when Joe Torre began drinking tea after his prostate cancer diagnosis. (Lefton, 2011)

But, when I saw this ad I was reminded of how NutriSystem used Dan Marino - another former QB, to reach out to men in 2006.  Before the campaign started, men accounted for 13% of the company's business.  By early 2008, their share had increased to 30% .  (Newman, 2008)

Tea consumption, by both genders, continues to rise as the health benefits of tea have become more widely known.  And since men have finally begun to show a willingness to drink Diet Coke, perhaps they are now secure enough in their masculinity to also drink tea.  So the question is, will this ad do the trick?

https://www.youtube.com/watch?v=kItXjzuPYOk

What do you think?  Does it make you want to drink tea?  Will it make Millennial men want to partake in a cup?

Lefton, T. (2011, June 27)  Bigelow makes tea manly through spots.  sportsbusinessdaily.com. Retrieved December 1, 2016, from  http://www.sportsbusinessdaily.com/Journal/Issues/2011/06/27/In-Depth/Bigelow.aspx

Newman, A. (2008, April 7)  The Skinny on Male 'Dieting.'  adweek.com.  Retrieved December 1, 2016, from  http://www.adweek.com/news/advertising-branding/skinny-male-dieting-95443?page=3