Renuzit Sprays Branded Content: ‘Romancing The Joan’

New York Times ad critic Stuart (Stockholm Syndrome) Elliott gave yet another pass to a stealth marketing campaign, this time in Tuesday’s edition of the paper.

Adco-articleLarge2-290x290A Soft Sell for Air Fresheners, With Joan Rivers in Reality Show Spoofs

CAN a frank, bawdy comedian and her equally outspoken daughter find happiness selling air fresheners? And can a maker of air fresheners find happiness with such seemingly unlikely pitchwomen? When the product-peddling aspects of the advertising can be soft-pedaled — as now occurs increasingly on Madison Avenue, in a trend known as content marketing — the answer may be “yes.”

The comedian is Joan Rivers, who, with her daughter, Melissa Rivers, are to appear in a series of humorous online video clips that promote the Renuzit line of air fresheners sold by Henkel. The seven planned episodes of the Web series will spoof “The Bachelorette” and other romance-centric reality competition shows on television by presenting 18 hunky young men competing for a chance to date Joan Rivers, who is advised during her “journey” — the Web series mockingly appropriates the trappings of its target — by her daughter.

Renuzit spent $1.5 million on the seven-webisode series (there’s supposed to be a teaser clip here, but it doesn’t seem to load), which will debut next week and unfold throughout the month . . .

Read the rest at Sneak Adtack.


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