Wal-Mart & Procter & Gamble really take the cake on this one

February 11th, 2010


Did you know that marketers are now going as far as to actually create Television shows just so they can feature/”pimp” their products.  Marketers will do anything to stay one step ahead in this increasingly competitive environment, but at what cost?

Two major marketers, Wal-Mart and Procter & Gamble are joining to create a made-for-TV movie called Secrets of the Mountain which will air on NBC this April targeting families.  The film will include product placements for both marketers, and ads for the companies will run during commercial breaks.  Wal-Mart will be the “presenting sponsor” paying P&G for the rights to that title – as part of its broader “Wal-Mart’s Family Moments” effort.

The program features a single mother and her three children who spend time at a cabin in the mountains. They use P&G’s Duracell batteries in their flashlights, feed their dog P&G’s Iams pet food, and eat cereal from Wal- Mart’s Great Value private-label brand.

I am envisioning this scene now and it makes me want to throw up a little.  Next thing you know, there will be a story line with little Sarah getting her first menstrual period with her mother by her side encouraging her to use P&G’s Tampax Tampons.

Ok, maybe I’m a little too tough on this new method of marketing, but I would like to at least try and protect the quality of my programming to a degree.