This movie's brand is being pimped out on HSN like a sole hooker at a Teamsters' convention. The EPL brand is being used to sell every product imaginable from pillow cases to lip gloss to kitchen appliances. Who's responsible for this? Are they intentionally trying to dilute and cheapen the brand or is this just a biproduct of an insatiable appetite for dough?
Don't get me wrong. I understand that merchandising has its place in movie marketing. I know that there are Incredible Hulk dolls, Twilight hoodies, and countless movie soundtracks. These are appropriate examples of merchandising to keep the brand alive and enable fans to experience the movie in different ways. But there are so many varieties of EPL products available that it makes the entire production seem like a desperate attempt at raising revenue. What's next - selling one of Julia Robert's used forks on eBay?
Here are just a few items from the HSN-EPL collection:
• 8-piece reversible comforter set
• Jasmine shower gel
• "Nourish Your Soul" organic cotton T-shirt
• Sony wireless LAN adapter
• 48 mini frozen cannolis
• Gelato maker with recipe booklet
• 3-lb. Shrimp Alfredo dinner
• Set of 3 dream journals
• Clutch purse with camel
• Jewelry with camel
• Scarf with camel
• Batik print shower curtain
• Cabana Banana two-drawer night stand
• Jewelry, rugs, large screen TV's and more
Even the journey through Italy wasn't this cheesy. But the market will ultimately determine the success of these brand extensions. I have no doubt that the people at EPL and HSN are eating up profits, praying for wider margins and loving the power of the media to sell crazy amounts of product to addicted home shoppers.
When it comes to your brand, think carefully before you put it on other products, co-brand with a partner, or simply overexpose it. Your brand isn't just about making money. It's about creating an image and experience that you want forever linked to your product or service. In this case, EPL sold out movie magic for cold hard cash.
