Good Girls On Brand
July 1, 2009
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Trojan horse in music video
US condom manufacturer Trojan has embarked on its first ever-prominent product placement in a music video. The new single ‘Good Girls Go Bad’ by Cobra Starship – which also features ‘Gossip Girl’ actress Leighton Meester (who plays Blair Waldorf) – features the brand prominently. The video depicts two young women purchasing a Trojan 2Go condom at the start of the song (which notably they purchase alongside a 4-pack of Tuborg). Cobra Starship featured in Trojans ‘Evolve’ adverts at last year’s Vans Warped tour. More on Trojan’s marketing efforts – includng music grants – are covered in this previous BBF post. The campaign was notable due to the fact the US broadcasters CBS and Fox both refused to air ads associated with the promotion. “We have these media barriers, and so we are looking for ways to broaden our reach,” says Jim Daniels, VP of marketing for Trojan with regards to the product placement. “If this is effective, we will look at doing more of it.”
As well as Trojan and Tuborg, Nokia’s 5800 Xpress music handset – just recently brought into the ‘Comes With Music’ unlimited music fold – also features heavily in the music video, with the majority of the girls in the club setting highlighting the various features of the device throughout – including Leighton Meester herself.
[...] Game. However, in a culture where multiple brands can coexist in the same video – see: Trojan/Tuborg – this video could have made good use of its large-scale vending machine in the [...]