Eureka’s Spin on Product Placement

Advertising Age has an interesting piece on Eureka’s partnership with Unilever, manufacturer of Degree deodorant. The ad campaign plays off the tiny scientific town’s penchant for unique gadgetry with the tagline “Over Engineered by the new Degree for Men Absolute Protection.”

Eureka’s super-intelligent residents create the deodorant for the next generation in the show’s third season premiere ep, Bad to the Drone. A program through SCI FI Channel’s micro-site has seen more than 30,000 of that show’s fans order a free sample of Degree.

With more and more people using digital video recorders to skip commercials, enterprising ad execs have taken the next step putting the advertising right in the shows.

Last season Smallville made Stride Gum an integral part of one of its episodes. Clark’s best friend Pete Ross chewed Kryptonite-infused Stride giving him Plastic Man like powers. Talk about stretch – ing credibility. Ha! I slay myself. These deals are really nothing new though. Quick, what’s E.T.’s favorite food? You earned your 80s geek street cred if you remember Reese’s Pieces.

In Back to The Future, Michael J. Fox plugs a couple of the decade’s beverages and doesn’t even break up the plot. It fits perfectly with the comedy as he tries to order 80s drinks in a 50s soda shop.

Marty McFly: “Gimme a TAB.”

Shop Owner: “I can’t give you a tab til you order something.”

MM: “Gimme a Pepsi Free.”

SO: “Kid, if you want a Pepsi you’re gonna pay for it.”

Sometimes it works that well. Readers, do you care if your favorite characters use real world products?