As advertisers increasingly abandon traditional forms of advertising, we can expect to see more product placements intertwined with plot lines in movies, television series and theater productions alike. While there are definite advantages associated with high-profile product placement including exposure to new markets, communicating with a captive audience and reflected glory from a popular movie or television series, it is not without risk. Take for instance Sex And The City - The Movie. While no one doubts that the movie itself will be hugely popular, the sheer orgy of brand placement involved in this production is likely to dilute the impact for any one brand featured in the film. Also, for luxury brands who are accustomed to maintaining tight control over their brand image via glossy advertising campaigns, it can result in protracted and expensive negotiations with writers and producers over exactly how the product will be used and in what context it will appear. Yet, despite the risks and costs, luxury brands continue to seek out opportunities for product sponsorship and placement.
Photographic Reference:
Scene from The 39 Steps, New York City production. Photo courtesy of The New York Times.
I had the opportunity recently to witness an example of successful product placement for Globe-Trotter suit cases and Mackintosh rainwear, two venerable British brands with a long, illustrious history. The deal was brokered by Chris McGill of Milktwosugars Inc., a popular London theatre promoter. McGill was already working on promotions for The 39 Steps (a hugely successful adaptation of the Alfred Hitchcock classic spy caper) when he approached Gary Bott, brand manager for Globe-Trotter and Mackintosh: "I was looking around for brands to open up the production to potential new audiences and markets. Any brand that we partnered with had to encapsulate the truly British feel of the show and have a history and quality that would feel right for the show. I knew of Mackintosh and Globetrotter and they both felt instantly right. I cold-called Gary, who immediately got what we were trying to achieve and bought into the partnership. The fact that both brands feature in the original film is a truly happy co-incidence and one that cements the partnership." Bott echoed this sentiment when describing the benefits of the association for Globe-Trotter and Mackintosh: "The 39 Steps is a quirky British, modern classic and therefore the production along with our product and brand values are more than well suited to one another. The added value for us is in creating brand awareness to a wider audience - The 39 Steps reach our fashion and luxury audience whilst we reach their theatre and arts audience. We are also currently exploring new avenues to maximise this new relationship in the media and potentially globally."
McGill and Bott each touch upon important aspects of successful product placement too often overlooked - context and synergy. I'm often amazed when I read press releases trumpeting co-branded products proffered up by brands with little or no synergy (Roberto Cavalli-branded vodka and Karl Lagerfeld's cake for French patissier LeNotre come to mind). The pairing of the wrong brands together tends to smack of cynicism and greed, never a good impression to foster in potential luxury customers whose purchases are typically motivated by a complex set of aspirations and motivations. In this instance however, the long history of Globe-Trotter suit cases and Mackintosh rainwear and their "Britishness" for lack of a better term fit very nicely with the story and context of the production. As an added bonus for the Globe-Trotter and Mackintosh brands, The 39 Steps was nominated last week for no less than six Tony awards ensuring that the brands will get sustained exposure from what is sure to be a long-running production in theaters across the globe including venues as far flung as Turkey, Korea, Japan and Mexico. An intimate association with a critically acclaimed theatre production is also a huge plus. This type of exposure for small, independent brands such as Mackintosh and Globe-Trotter reaches far beyond the average advertising budget. The 39 Steps has turned out to be a well placed bet as far as they're concerned.
The 39 Steps is currently playing at The Criterion Theatre in London's West End and in New York City at The Cort Theatre. The Globe-Trotter and Mackintosh Rainwear store is located in The Burlington Arcade, Mayfair, London. Gobe-Trotter and Mackintosh is currently running an in-store competition to win a trip for two to see the The 39 Steps on Broadway in New York City courtesy of American Airlines and The "W" Hotel. For more information, please send an email with 'I'm no enemy agent' in the subject line to luxechroniclescomp@milktwosugars.net. Please note that this contest is open to U.K. residents only.
As always, if you have seen The 39 Steps or intend to, please let me know what you think.
Sincerely,
The Luxe Chronicles
Photographic references:
Left to right: Pippa Stephens, Store Manager at Mackintosh & Globe-Trotter and Lucy Johnson, Assistant Store Manager at Mackintosh & Globe-Trotter; Display of Gobe-Trotter suitcases; Actor Jo Stone-Fewings from The 39 Steps' London production.
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