Tuesday, May 13, 2008

Sex and the City and the Brand Leaches

No, that's not the title of the long-awaited Sex and the City: The Movie which hits the big screen on May 30th. It's actually a sarcastic attempt at pointing out the numerous amounts of brand partners that have teamed up with this summer blockbuster. The partner brands are included in the film in ways that range from mentions in lines of dialogue to numerous appearances on screen.

In exchange, the brands will help publicize the movie with commercials, posters, sweepstakes, viewing parties, events in stores, contests, ticket giveaways and even products with labels inspired by "Sex and the City." They are heavily targeting women aligning with brands that appeal to women, extending the movie's footprint.

Some of the movie brand partners include:

Skyy vodka, Bag Borrow or Steal, which rents handbags and jewelry online; Coty fragrances; Glacéau Vitaminwater, sold by Coca-Cola; the Mercedes-Benz USA division of Daimler; and the jeweler H. Stern.

Steve and Barry's stores which sells Jessica Parker's "Bitten" collection will sell "Sex and the City" tees and tanks. The shirts come with phrases like "I'm with Mr. Big" and "I (Heart) Sex and the City," as well as images of the characters from the TV series.

Looks like everyone is winning this summer by leaching onto this blockbuster!

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