Unless you work in the advertising or marketing industries, chances are that you don’t read a weekly industry magazine called ‘Adweek.’ This week, however, you might want to find yourself a copy to pick up because the “original supermodel of the world,” RuPaul, is on the cover!
The cover story, entitled “RuPaul Dresses Up Product Placement,” discusses how reality shows like RuPaul’s Drag Race and Top Chef are using products in smart ways that enhance viewers’ experiences.
RuPaul is quoted in the article saying, “The integrations allow us to advertise things in a way that’s sort of a soft sell. We do it in a way that’s clever, that doesn’t really offend the intelligence of the viewer. We have fun with it in a way that we know what we’re doing, they know what we’re doing—and we make it an adventure.”
Additionally, Amy Wigler, MTV/LOGO’s senior vice president of integrated marketing adds to the article, saying, “When integrations are done well, both the brand and show are elevated. If it’s done right … you’re buying the credibility of the show, it’s transferred to the brand, and it furthers the storyline.”
Read RuPaul’s thoughts on brand integration >
Here are some examples of advertising featuring queens from the show, as well as product placements within the show:
Las Vegas Commercial (Featuring Chad Michaels)
Absolute Vodka Cocktail Cabaret Commercials (Featuring Drag Race Season 2 Queens)
Absolute Vodka Timewarp Commercial (Featuring Drag Race Season 3 Queens)
Gilead HIV/AIDS Awareness Commercial (Feautirng Drag Race Season 3 Queens)
Facebook Home Commercial (Featuring Shangela)
Orbitz Commercial (Featuring Drag Race Queens From Multiple Seasons)
Syren Latex Commercial (Featuring Laganja Estranja)
Oh Scruff Pit Crew!
Additionally, products have been given away as main challenge prizes, including products from BoobsForQueens.com, SequinQueen.com, AlAndChuck.Travel and more!
What do you think of the product advertising done on and around RuPaul’s Drag Race? Does it offend you or not? Let us know your thoughts in the comments below.