Subway Buys Role on 'Will & Grace'

In the latest sign that product placement is finding its way into some of TV's most valuable shows, Subway Restaurants, owned by Doctor's Associates, launched a new sandwich last night by having it written into the story line of NBC's "Will & Grace." In the episode, Karen's maid, Rosario, talks about Subway's chicken parmigiana sandwich. Subway says it worked with its media-buying firm, WPP Group's MediaCom, and General Electric's NBC on an ad package that involved both the product placement and a 30-second commercial to run during the episode. "Product placement helps us connect with our consumer and it puts our products in a more tangible scenario. That can't often be done in commercials," says Ted Wirth, creative-services manager for Subway.
[SOURCE: Wall Street Journal]
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