In a new twist to “reality” TV, Staples is bringing a fictional product, Dunder Mifflin paper, inspired by the NBC sitcom, “The Office,” to market.
The Wall Street Journal is reporting that Staples-owned Quill.com is starting to sell Dunder Mifflin-branded paper products. (If you’re not aware, Dunder Mifflin is the name of the paper-producing company featured in the show.)
As The WSJ explains it:
“The Dunder Mifflin deal is an example of “reverse product placement.” For decades, marketers have worked to embed their brands in the plots of TV shows and movies as a way to stand out in a crowded ad market. Nowadays, they are seeing value in bringing to life fictional brands that are already part of pop culture. That can be far cheaper than building brands from scratch.”
Who knew paper could be so fun…