• by David Goetzl  @dgoetzl, October 17, 2006

In an era of pervasive product placement, where the newest SUVs are becoming staples in prime-time dramas and brands often play a starring role in reality shows, it's nice to see an insertion produce a smile.

What a hoot when Drakkar Noir was dropped into the Oct. 1 episode of the terrific CW comedy "Everybody Hates Chris." (It was one of the top-ranked product placements of the week, according to measurement firm iTVX.)

It may have been the first time some viewers had thought about the overpowering cologne since 1989, if not well before. Launched in 1982, it was the would-be aphrodisiac for teenagers during the Reagan era. And yes, it's still around. A Google search turns up abundant opportunities for purchasing, including eBay, which may reinforce its relic status.

Besides the sterling acting, much of the brilliance of "Chris," a hilarious look at comic Chris Rock's coming of age, is its spot-on depiction of life in the 1980s. The show is set in Brooklyn 1984, but is often evocative of mid-'80s life everywhere.

Talk about attention to detail. Not much is spared, from the clothes to the table settings to ... Drakkar. And the stroll back in time produces many chuckles.

In the recent episode, the teenage Chris (Tyler James Williams), on a cold streak with the fairer sex, pines after a young woman named Yvette. As he considers asking her out, he's told by an "astute" older adviser to get his "game together." (Which, apparently, morphed into "get your game on" in the '90s).

"I've got the perfect thing for you--Drakkar Noir!" the wise man says confidently, as he humorously whips out the unmistakable black package. "Drives the ladies wild."

(Apparently, it works. In a recent post on Epinions.com, a woman wrote: "I came of age when Drakkar came out, and it's been a part of my adult culture even before I was an adult.")

Chris, who looks perplexed, isn't given much choice before he gets a massive dousing of the pungent fragrance. But the saturation seems to work When Yvette walks in, she's impressed (no small feat considering the amount Chris has on) and agrees to go out with him--with the caveat that he pays. The way things are going for him, that's a victory, and worth every penny.

No doubt Guy Laroche, the company that markets the love potion, didn't pay a cent for the episode insertion. But for a brand about as top-of-mind as the "Baby on Board" signs, it had to be a boon.

Drakkar's best shot for a comeback is probably to position itself as "retro chic," and "Chris" provides a milieu. The review praising Drakkar on Epinions was entitled "Now a Classic." Maybe an Altoids type of campaign would work, with the tagline: "Curiously Strong Cologne." It would make a lot of people smile.