Product Placement On The L Word
Posted on August 7, 2008
Filed Under Advertising, Gay/Lesbian, Media, Women | Comments Off on Product Placement On The L Word
Ilene Chaiken, The L-Word writer and creator convinced Showtime, which doesn’t air commercials, to let her write products into the lady drama’s storylines. Those with knowledge of the matter say that for $300,000, consumer brands can buy an “integration package” that will either incorporate a brand into existing L Word storylines or allow the brand to work with the show’s writers to create customized storylines, participating in one episode or across several…
While Ms. Chaiken wouldn’t comment on the $300,000 figure, she did say that pricing is being kept flexible to allow the maximum number of potential partners. The L-Word, she notes, isn’t just about and for gays and lesbians; it’s about “affluent, avid consumers plugged into pop culture,” which Ms. Chaiken said makes the series “a rare, perfect opportunity for showcasing brands” to women, lesbian or not.[Queerty]
