It has started on March the 11th so it’s really not the first web serial of the history. And it’s not the first one proposing a product placement… we have already talked about this in other occasions. What’s new about “Celia&Chloe” are the premises. About one year ago the Multinational Johnson&Johnson did a research to understand how and where to propose its products for skin healthcare dedicated to teenagers. The traditional 3-minutes advertising Clusters were not the right thing: it seems that they were stood only in case of a “Lost” episode and they were however too expensive both for the spot realisation as well for the space purchase….. the creative équipe has thought at last about a Soap Opera formula but on the web 2.0. The company has already decided to involve the Walt Disney to produce a serial to publish on the web at no expenses but with a very good product. And its task at this point was to push the Clean&Clear products as those of Disney. So, Ladies and Gentlemen here “Celia&Chloe”: two sixteen girls that love Hannah Montana and face the mirror, because of their spots, at least twice a day every day. The result has been really pleasant and even the critics have appreciated as product placement is well integrated, with credibility and without any restraint within the plot. For all those that disagree because of the advertising ethics, I can say that at the beginning of each episode, during the trade name, the brand of the products appears to underline the goal of the commercial operation.
