CBS to use drug stores to push comedy block

MUMBAI: US broadcaster CBS has come up with a novel way to push its Monday comedy block. It will use drug stores and prescription bags to create water cooler buzz.



For its comedy show Out Of Practice the companmy has come up with the tagline Quench Your Thirst for Comedy. CBS's marketing group has announced that it will reach viewers by advertising on AquaCell Media's water cooler systems and cup holders.

The cast of the show will be featured on water coolers in hundreds of Rite Aid and Duane Reade stores. The broadcaster states that the drug store placement is ideal since the comedy is about a family of five doctors.



CBS's drug store marketing also includes advertising for its Monday comedy line-up on prescription bags. The tagline Prescription-Strength Comedy is being used to plug television's top comedy block which includes returning hits The King Of Queens and Two And A Half Men and new shows How I Met Your Mother and the earlier mentioned Out Of Practice.

AquaCell Media's Message On The Bottle advertising program provides unique out-of-home advertising. The company installs its patented self-filling AquaCell Bottled Water Cooler System into various locations free of charge under a multi-year agreement and retains ownership of the billboard water cooler. Revenue is generated through the sale of the advertising space on the bottle band and cup holder of the permanently attached five-gallon bottle to companies that provide products and services pertinent to the demographics and location.



CBS Marketing Group president George Schweitzer says, "At the heart of any promotional campaign is the drive to inspire water cooler buzz. What better way to accomplish this than by putting advertisements for one of our highly anticipated new comedies -- Out Of Practice -- on AquaCell's water coolers".

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