February 29th, 2012
This Time the Co-Brand Makes It Into the Title
By Stuart Elliott
The New York Times
AS marketers increasingly embrace branded entertainment — embedding products in the plots of television shows and movies, making it difficult to ignore them — some denizens of Madison Avenue can recall when the practice was embodied by TV series like “Schlitz Playhouse of Stars,” “The Bell Telephone Hour” and “Lux Video Theatre.”
Now, a branded entertainment deal for a reality culinary competition series on the Bravo cable channel will give the presenting sponsor billing as a co-producer and add its name to the title — the official title, anyway.
The series, scheduled to begin in May, is formally known as “Around the World in 80 Plates Presented by Chase Sapphire Preferred,” which is a credit card from the Chase Card Services unit of JPMorgan Chase.