Staples moves into The Donald's office By Naomi Aoki, Globe Staff | April 21, 2005
Staples Inc. to The Donald: You're hired! Tonight the Framingham office-supply chain will be at the center of NBC's ''The Apprentice," giving the five remaining would-be apprentices the task of inventing an office product that makes it easy for people to clean up their clutter. The latest in a string of companies to pay for ''The Apprentice" treatment this season, Staples is counting on the nearly 45 minutes of prime-time network airtime to get the company's message across that it's a store that makes life easy with a new generation of office products. '' 'The Apprentice' has become such a pop culture phenomenon," said Stacie Bright, senior communications marketing manager for Unilever's Dove soap. ''The show is a real chance to create buzz and awareness for a new product." Dove's Cool Moisture Body Wash was featured on an earlier episode, and even though Donald Trump's minions failed at the task of creating a TV commercial for the new product, Dove emerged a winner. The soap brand debuted its own ad for the body wash before the episode's final boardroom scene. ''Apprentice" watchers then flocked to Dove's website after the episode, generating 3,000 clicks per second and signing up for 400,000 free samples. Advertisers dream about the kind of demographics ''The Apprentice" delivers. It is the most-watched show on television among highly educated households with incomes of $75,000 or more, according to NBC. With 14 million viewers each week, it routinely ranks in the top 10 among 18- to 49-year-olds. ... http://www.boston.com/business/articles/2005/04/21/staples_moves_into_the_donalds_office/ Reply with a "Thank you" if you liked this post. _______________________________________________ MEDIANEWS mailing list medianews@twiar.org To unsubscribe send an email to: [EMAIL PROTECTED]
