The film, which was shot close to Adam & Eve headquarters in North Carolina, stars rocker Jon Bon Jovi as a loser lawyer who starts a professional women’s hockey league. That backdrop allowed Adam & Eve to feature numerous signs and logos advertising its products around the rink. Hockey fans in the film also wear promotional T-shirts.
“Obviously, we don’t know how it will all come out in the final cut,” Katy Zvolerin, director of public relations for Adam & Eve, said. “But the producers worked with us to make sure that our products and logo were well placed and part of the story.”
While many adult companies find it difficult to go mainstream, Adam & Eve has found just the opposite. Hollywood creative types are quite familiar with Adam & Eve products and eager to use them in both film and television.
“We get calls every few months from producers, usually for product donations,” Zvolerin said. “Our products have been featured in shows like ‘Sex and the City’ and we have a continuing relationship with ‘The Sopranos.’”
Whether mainstream product placements will pay dividends for Adam & Eve remains to be seen. Various factors, from the success of the film, the placement of the product and the reaction of audiences will determine the effectiveness of this marketing tool.
“We see the film placement as a way to reach existing customers to reinforce their relationship with us,” Zvolerin said. “But we also hope that being featured in the film will help us get our name out to people who aren’t aware of our products.”
“Pucked” is scheduled for a limited release later this week.
