The Office's Dunder Mifflin Paper To Be Made Into A Real Paper Brand
Author: Kelly West
published: 2011-11-28 09:41:02
The Office isnít above product placement. In fact, many a time, the staff at Dunder Mifflin has been seen eating or drinking Wegmans brand food. The occasional nods to Wegmans seems less about promoting the supermarket and more about adding a bit of local flavor to the series.
I could go into a long rambling anti-rant expressing my undying love for Wegmans, having discovered in recent years that it truly is the greatest supermarket Iíve ever had the pleasure of experiencing, but thatís almost completely off topic. The point is, The Office uses product placement. Itís location-friendly product placement that does more to enhance the set with geographically appropriate food items than it really does to advertise Wegmans soda and cereal, but itís product-placement nonetheless. Now it looks like the tables will be turned. While The Office occasionally offers a nod to Wegmans, Quill.com will be offering a similar nod to Dunder Mifflin, the company that serves as the workplace for the characters on the NBC series.
According to the Wall Street Journal, as summarized by the Hollywood Reporter, Dunder Mifflin Paper is about to become real, to some extent. Ironically enough, itís Staples (one of the fictional companyís biggest competitors) thatís making it happen. Through their company Quill.com, Dunder Mifflin paper will be sold as actual copy paper, with the packaging offering slogans like ďOur motto is, Quabity First,Ē and ďGet Your Scrant on.Ē
The price will be marked up from the cost of normal copy paper, with NBCUniversal receiving a cut of the profits. Itís largely for that reason that I really donít see this being a hugely successful business venture. As fun as this idea is, and as much as I wouldnít mind a ream of Dunder Mifflin paper in my office (the door of which has a ďThe OfficeĒ sign on it), I canít imagine companies will be willing to spend more money on copy paper just because the packaging references a TV show. Itís a great marketing effort, for sure, but if they want it to work, charging more might be the wrong way to go about it. Then again, Ryan Howard might be more qualified to comment on something like this, what with his (barely used) MBA and all. I just canít imagine companies wanting to spend more for a novelty, especially in this economy.
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