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Posts Tagged ‘BabyBjörn’

BabyBjörn Wins the Product Placement Game

Have you seen even more BabyBjörns on your screen(s) than usual lately? And did you happen to notice that they’re approximately four times more likely to appear on men than on women? In case you were wondering, this is not an accident—it’s successful PR.  The product has been around since 1973, but its pop culture ubiquity is more recent–and its power has grown so great that when Ellen Degeneres needed a baby carrier for the 2007 Oscars, there was no doubt about which brand she would use.

Today New York magazine’s Libby Copeland brings us the fascinating tale of the Swedish slingmaker’s brilliant product placement strategy. In summary, it would appear that Björn’s secret sauce is one Caressa Lupold, branded integration expert at Norm Marshall & Associates.

The unwritten rules of the TV universe tell us that every sitcom must use the “awkward dudes with infants” gag at least once. Lupold has made BabyBjörn the go-to brand for that all-too-common joke by “[making] friends with writers, producers, and especially prop masters”, keeping up with top shows’ current plot lines and “gauging the status of pregnant characters”–in other words, through old-fashioned legwork, networking and market research.

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Spin the Agencies of Record

Lil Wayne/Nicki Minaj label Cash Money Records has hired the Susan Magrino Agency for a Grammy party.

BabyBjörn, the Swedish baby products company, has hired Coyne PR for U.S. outreach. Awareness efforts and messaging with target moms through traditional and social media and via the medical community. [via Holmes Report]

LeVar Burton’s RRKidz has chosen Child’s Play Communications to relaunch the Reading Rainbow brand, promote the DVD and streaming options, and launch a variety of products and services including the Rainbow Kidz App.

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