Forget Product Placement; Get Ready For Product Anti-Placement
from the sneaky-bastards dept
By now you're certainly familiar with the concept of product placement, and the fact that it's been growing and growing and growing these days. Well, how about a counter-clockwise twist on the concept? ChurchHatesTucker points us to the rumors making the rounds that some luxury brand companies are experimenting with product anti-placement. That is, they're sending their competitors' products to celebrities who they think will create a negative association with the brand. The example used in the article is that rather infamous reality TV star Snooki:
Allegedly, the anxious folks at these various luxury houses are all aggressively gifting our gal Snookums with free bags. No surprise, right? But here's the shocker: They are not sending her their own bags. They are sending her each other's bags! Competitors' bags!As CHT notes, one of these days, this is going to create quite the fascinating trademark question. If Louis Vuitton is sending out Prada purses to anti-celebrities, could you make an argument for trademark infringement? I wouldn't put it past one of the luxury brands to try to come up with a novel legal theory to try...
Call it what you will -- "preemptive product placement"? "unbranding"? -- either way, it's brilliant, and it makes total sense. As much as one might adore Miss Snickerdoodle, her ability to inspire dress-alikes among her fans is questionable. The bottom line? Nobody in fashion wants to co-brand with Snooki.