The Biggest Loser Brand

 

Last night I watched a favorite American television show, The Biggest Loser. For those of you who are not familiar, it is a weight loss competition reality show. The winner is the biggest loser. The transformation of the contests is simply amazing. The trainers, Bob and Jillian, are miracle workers.

What is also interesting for me is the almost blatant placement ads for in the show for products like Ziploc Bags, 24 Hour Fitness and others. With the economic situation, I think we will see similar strategies like these as common place. At least for those organizations that still think advertising is a sound investment and a primary branding strategy. For most other organizations, I think we will continue to witness more socially responsible and culturally embedded approaches to brand.

Do you think product placements enhance or dilute the brand value of show like The Biggest Loser? Are you a champion of brands that utilize product placements?

Comments

[Chris Wilson]

Product placements are tricky business. My personal opinion is that when they become obvious they are annoying, distract from and take away from the show or movie. That said, if a placement is a good fit and is ececuted well, I have no problem with it.

I'm not sure if I am in the majority with this view.

[Rex Whisman]

Chris,

Thanks for weighing in. I think your points are valid!

[Joe]

While I think blatant product placement is one of the outcomes of the growing pervasiveness of DVRs and downloadable TV shows (at least the ones that let you skip the commercials) - I predict that one day ads will be embedded in the screen while you watch a show (like the CNN crawl or in an advertising area of the screen). It will be impossible to zoom past the commercials then.

I think relevant product placements such as 24-Hour Fitness enhances the brand value of "The Greatest Loser" while placing something like Ziplocs has a neutral or even deleterious affect for those who notice.

[Rex Whisman]

Joe,

Great insights, thanks!

[Josef Katz]

You left out the biggest sponsor - Brita. They do a great job integrating their brand into the show and commercials. They even do it with an environmental message (don't waste plastic bottles).

The weight loss category is not usually effected by the economy since people always seem to be on a diet.

[Rex Whisman]

Josef,

Great to hear from you. Good point. Your perspecive is always appreciated.

[Advanced Acai]

Wonderful post as usual Rex... Wonderful ideas!

[Iakovos]

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[Acai Optimum]

What can I say? I enjoyed reading this post and will surely come back for more. Thank you!

[moncler jackets]

I did not discuss that particular issue!!