Brand Disassociation

Associating a brand with a celebrity or TV show through product placement or sponsorship is tricky to get right. Celebrity gossip newsletter Holy Moly had a story that highlighted how Cisco’s attempt to do an Apple with TV show 24 has all gone a bit Pete Tong:

The phones featured through every series of 24 are Cisco featurenet phones. The ringtone was made up by Fox and unique (clever use of Intellectual Property) to the series.

Cisco customers complained when they ordered millions of dollars worth of the phones and they DIDN’T sound like CTU. They now do.

Executives at SKY use it as their mobile ringtone