Amber’s Brand Blog

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The Award for the TV Show that has the MOST Brands is…

with one comment

It is a Tuesday … so it could be a tie between American Idol and Biggest Loser.

But the winner is ….


I look forward to this show every week…and even more so this week because I knew they would give me a TON(pun intended) to write about.  This was actually a slow week for the Biggest Loser because the only mentioned or showed 7 different brands in two hours.  Which might be a record.

A few brands that get mentioned often on the biggest loser that didn’t make this weeks show:




It has become almost amusing to be how over the past seasons that healthy tips to contestants have essentially turned into commercials … and they look like the contestants are the worst actors …EVER.

img_4259That brings me to the first brand mention in this weeks episode. Multi-grain Cheerios.  This was one of the most blatant brand inclusions in the entire show.  Jillian is counseling a couple of the female contestants about healthy eating habits and how easy it is to make a life change … and she asked what they used to eat for breakfast.  Right on cue they say that they used to skip breakfast.  Jillian becomes “frustrated” and tells them they should always eat breakfast or else they will be overly hungry during lunch.  They then of course eat the Cheerios and say how delightful it is to be eating them.


The next example of blatant commercialism was the use of the Ziploc Snap and Seal containers.  Bob decided to take his team off campus to train…and just like a good commercial a plot was built around it.  So because they we’re leaving campus and going out into the real world where bad things can harm them bob told the that it was important for them to take snacks.  Because having snacks with them would help them avoid temptation.  He also noted that these tiny Ziploc containers are the perfect size because you can’t fill them with too many calories (that is unless you are putting Hershey Kisses inside).

There were a couple of subtle nods to products that had been previously heavily covered in “commercials” earlier in the season.brita-water-filter1 There was actually no mention of needing water this week … but the contestants were of course carrying their refillable water bottle with Brita water.  Also during one of the Bob team pep talks inside the house he was situated in such a way that you could see a Brita advertisement behind him in the shot.  The Brita water and re-usable water containers.  The first couple of seasons BB(before branding), and before the show gained widespread popularity they had the contestants using the plastic water bottles that you through away.  But as soon as the show gained a little more popularity and became appointment TV they started making some changes.  This was also during the time where being green was the most important thing … ever.  I still think it is super cool that they had the contestants switch to consuming water that way.   I feel like this and another initiative that they are taking ( the pound for pound challenge) are all that is keeping the show from being just another reality TV experience.  I think its really important that they continue to have these social initiatives.

A couple of other brands got super quick mentions:

  • Extra Sugar-Free Gum – A contestant is shown popping a piece in his mouth.
  • UCLA hospital – A contestant has to go there due to some medical problems.
  • 24 Hour Fitness – Sponsors the gym that contestants work out in daily.  Additionally 24 Hour Fitness is having a special associated with the Biggest Loser (no initiation fee if you sign up before 4/5)
  • Universal Studios – Bob shows up to congratulate members of the pound for pound challenge.

Again I say … light brand week on the Biggest Loser.

Until next time…


Written by amberbrandblog

April 1, 2009 at 6:58 pm

Posted in Uncategorized

One Response

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  1. Wow, I remember early seasons before it was on the network, I rally liked the sincerity of this show – wonder if it was partly the lack of overt brand placement that made it better back in the good old days (what, like 2006?)

    Scott R

    April 10, 2009 at 6:28 pm

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