- Ad Age , Friday, December 19, 2008 11:15 AM
"Marley & Me," the film about a rambunctious pooch and opening Christmas Day, has Purina digging into its first major branded-entertainment partnership, Jeremy Mullman reports. The movie, from 20th
Century Fox, stars Jennifer Aniston and Owen Wilson.
In one early scene in the film, Marley tips over a giant bag of Puppy Chow and hovers over its contents. But the deal goes well beyond
product placement and includes integrations in nearly every communication for the brands, including a contest in which consumers can get videos of their own rascally dogs (longliveyourdog.com)
included on the "Marley & Me" DVD, which comes out this spring. Other aspects of the campaign include Chow-branded Marley calendars and holiday ornaments.
Pat Mullen, Purina's director
of marketing, says the "known quantity" of working with a best-selling book, an A-list cast and an accomplished director (David Frankel) made the project too good to pass up.
advertisement
advertisement
Read the whole story at Ad Age »