Deadliest Catch Fish Wrap

Hello Fishies!

Here is an interesting marketing tidbit – perhaps you have even seen one.

….in December, the California Milk Processor Board ran afoul of scent-sensitive commuters when it asked that adhesive strips smelling like chocolate chip cookies be affixed to five bus shelters in San Francisco.

Gripes about the aroma from the ads, part of the “Got milk?” campaign, led the local Municipal Transportation Authority to order CBS Outdoor, which maintains the bus shelters, to remove the scent strips.

Such troubles may lead some consumers to conclude that ads in general are good only for wrapping fish. For them, help has arrived.

To promote the series “Deadliest Catch,” which will begin its third season tomorrow night, the Discovery Channel cable network is providing branded wrappers to 12 fish markets in Boston, San Francisco and Seattle.

The estimated 185,000 feet of wrapping paper, enough for more than 100,000 seafood orders, tells shoppers they can now watch “fresh episodes” of the series, which follows crab fisherman in the Bering Sea.

The promotion, which began last week, is to continue through April “or until we run out of paper,” said Julie Gordon Willis, senior vice president for marketing at Discovery Channel in Silver Spring, Md., part of Discovery Communications.

The promotion was developed by PHD, a media agency owned by the Omnicom Group, and produced by Metropolis Media, part of Ubiquitous Media in New York.

Hmm. Perhaps the two promotions can be paired, encouraging those who read newspapers online to buy the printed versions because fish cannot be wrapped in computers.

Stay tuned!

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