Brandtique: Revlon

As brand integration goes, it's hard for a marketer to come off looking much better than Revlon after Lifetime's original movie "Living Proof" aired on Oct. 18. The cosmetics marketer is portrayed as somewhat of a savior as it helps facilitate the discovery of what's referred to as a "revolutionary" breast cancer drug.



And at a time when America is increasingly concerned about health care issues--spotlighted in the recent Presidential campaign--viewers surely warmed to Revlon's altruism.

Based on a true story, as the film progresses, Revlon continues to play a role (one of the top product placements of the week, according to measurement firm iTVX).

"Living Proof" tells the story of the lengthy and determined pursuit by a UCLA physician to discover and bring the breast cancer drug to market. It stars Harry Connick Jr. as Dr. Dennis Slamon.

A Los Angeles Times article said the executive producers were looking to put together a production similar to HBO's "And the Band Played On," about the early years of AIDS research.



In one scene, crusader Lilly Tartikoff (played by Angie Harmon) is having lunch with Slamon and then approaches the character playing Ron Perelman, the real-life owner of Revlon, who's at another table. She points to the doctor. "He's on the verge of discovering something very important," she tells him. "It's a new kind of drug for breast cancer, and he needs money."

Later, a touching scene involves Slamon speaking about the potential benefits of funding for his R&D from a Revlon foundation. He says its help could perhaps bring the drug to market some six years sooner and might save 250,000 lives. "A quarter million lives potentially saved--by Revlon," Connick's character says.

The film goes on to offer scenes from fund-raising events--the Fire & Ice Ball and a Run/ Walk - that Revlon is involved in.

At the Run/Walk, Slamon is approached by several people offering bounteous thank yous. He's wearing a shirt with "Revlon" on it.

The Denver Post wrote that during the film, "in dialogue and T-shirt logos, Revlon gets deserved on-screen credit for undertaking the cause and making enormous grants to continue the cancer research."

After many years and much help, the drug, Herceptin, made it to market and has been a lifesaver since. Important inspiration at a time like this.






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Click here to view these placements. Data and analysis provided by iTVX.
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