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What happens when soap operas start to become stories about actual soap?
The next wave of product integration has surely arrived in Philippine shores. With the tremendous popularity of television soap operas (these include fantaseryes, teleseryes, sineseryes, or whatever stations try to call them) television stations have realized the true value of soaps as media vehicles. Not content with having bewildering volumes of media placements, they have now turned to product integration with actual content.
This was perhaps first seamlessly demonstrated in ABS-CBN's Ysabella. In the soap, Judy Ann Santos takes revenge on Connie Reyes, who stole her mother's recipe for Chicken Inasal. During the run of the series, there were several billboards of Judy Ann for Chicken Inasal Bacolod. The product integration was so good that it even got some of my friends to actually try Chicken Inasal Bacolod (Which of course, didn't quite live up to expectations).
Now, rival network GMA7 is exploring similar territory with Dyesebel and Sunsilk Shampoo. In the story, the lead male character played by Dingdong Dantes happens to work in what appears to be an advertising/marketing agency with Sunsilk as one of their clients. A recent plot development has him searching for Dyesebel played by Marianne Rivera so that she can be the next face of Sunsilk. While on my way to the office today, I even saw the same billboard featured in the soap opera along the South Super Highway.
But the Dyesebel-Sunsilk integration is not as seamless as the Ysabella-Chicken Inasal Bacolod. Whereas Chicken Inasal was the central device used in the plot of Ysabella; in Dyesebel, Sunsilk is merely a protruding plot development. Nevertheless, these product integration efforts may be a portent of the future. Perhaps ten years from now, all television shows and movies will be centralized on some brand or product - which, on hindsight, may be a transmogrified throwback to the history of advertising wherein a single brand paid for a whole show.
Judy Ann Santos may be one of the most popular celebrities among the broad C and D crowd but she truly suffered a dramatic backlash after appearing in the Meralco System Loss Infomercial below.
Celebrities may not realize it but when it comes to advertising, associating oneself to a product has two effects - one, it increases positive perception towards the product and two, it decreases positive perception towards the celebrity no matter how good the ad is.
Consider it a push and pull mechanism. As the celebrity pushes the product up, in some sense, the product pulls the celebrity down. That's the price that the celebrities really have to pay in exchange for the millions in talent fees that they receive.
