Whilst media men everywhere are trying to work out how to better integrate products into films, events and games, Twentieth Century Fox has turned the process on its head and aims to release Slurm in the real world if their trademark filing is anything to go by.

Futurama fans will instantly recognise Slurm as the highly addictive soft drink synonymous with the series. The genius of this move is that whilst marketers are trying to make their real world brands famous, a network like Fox can recognise already famous fictional products and launch them in the knowledge that they already have years of brand equity behind them. In a world of fierce NPD failure, especially within FMCG, this could be a pretty clever way to launch a product. I’d buy a 6 pack of Duff - wouldn’t you? Who knows, it could even taste good. You have to question the qualities of a product like Slurm when it’s used in such a tongue-in-cheek manner in Futurama, but you can bet it would be a hit at Comic-Con irrespective. Maybe advertisers need to watch more TV.

What other brands were famous before they launched? Willy Wonka’s Candy Factor, Bertie Botts Every Flavour Beans… any more? Surely. Or what fictional brands could launch in 3D?

Tags: fmcg, product placement, trademark