Legally Blonde Product Placement Assignment: Slide Skeleton (Each solid bullet point is an individual slide): • Universal Pictures has decided to remake the modern classic Legally Blonde and expand the integration of product placements. • We already know that product placement works o E.T. + Reeces o James Bond + Aston Martin/BMW o 2 more from the reading • Film Synopsis (if you could write Draft 1 of this for the slide it’d be awesome – short is good . . . I’ll get all the images) • Previous placements will remain o Cosmopolitan Magazine, Herbal Essences, Apple, Porsche, etc. o We are looking to expand by four brands the products featured in the remake o Tightly integrated and properly contextualized. • Movie target audience o Demographics  Primarily female  Ages 12-­‐35  Spans economic classes  Primarily urban and suburban, though expected to be popular in all geographic segments o Psychographics  Cosmopolitan  Socially moderate to liberal  Image-­‐conscious  Aspirational  Light-­‐hearted, likes to have fun • Slide of four brands (I will get logos) • Purina Dog Chow o Classic product placement o Bruiser (dog in the film) is a central character o Appeals to dog owners (I will get stats on this) o Scene as currently written shows Elle pouring Evian water into Bruiser’s water dish. We will add Purina Dog Chow to this scene to showcase the product and leverage the prestige of the existing placement. o Will expand brand awareness across all categories, not just dogs. • L’Oreal o Corporate product placement o Featured in multiple scenes (shower, nail salon, makeup) o Will feature L’Oreal branding on items, not product names, thus creating an atmosphere of L’Oreal dominance. • RAZR •
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o Stealth placement o Elle Woods’ preferred bedazzled phone o Will be featured throughout though no logos or product names will be explicitly shown. o Transfers goodwill of the protagonist and her notable fashionable, Hollywood lifestyle to the phone she uses. o Phone has a unique design Starbucks o Evocative product placement o Frappucino mentioned casually in passing – will immediately resonate with Starbucks patrons and the general public but will not seem like advertising o Quote from film – I will find this Promotional Strategies o Cross-­‐promotional synergy to increase brand awareness, drive sales, and reduce marketing costs by splitting costs Purina Dog Chow o Bruiser becomes official spokesdog for Purina Dog Chow from theatrical release to DVD release o On packaging o $3 off each ticket (max. 4) coupon in each Purina Dog product o Ads feature Bruiser both as “model” for commercial and clips from movie L’Oreal o “Get the Elle Woods Look” o Special palettes with light pinks and pastels o Signature blonde color o Special hair color – limited time only – featuring Elle Woods on box cover o Reese Witherspoon does L’Oreal ads as Elle Woods from theatrical release to DVD release o Coupon for L’Oreal products/rebates in Elle Woods DVD packaging RAZR o Given away at premiere party to drive publicity o Includes digital copy of film on Phone All brands featured at premiere backdrop and end credits Conclusion of sorts (I’ll add something when you get back to me)