Elizabeth Taylor is to appear in a number of US comedy shows to promote
her new fragrance in a controversial product-placement blitz on the CBS
Taylor is understood to be making guest appearances on four American
sitcoms scheduled to run back to back on CBS on 26 February. She will
use the programmes as a platform to promote Black Pearls, a new perfume
from Elizabeth Arden.
The storylines for the comedies - the Nanny, Can’t Hurry Love, Murphy
Brown and High Society - will include Taylor searching for her Black
Pearls necklace, supposedly lost while on location filming the launch ad
for the perfume.
Using programme editorial time to promote products is not a new
phenomenon in the US. Diet Coke recently had a similar tie-in with
another American comedy, NBC’s Friends. But this is thought to be the
first time that this sort of product placement has been so overtly woven
into the programme format.