- August
Posted By : Jim Joseph
In Anticipation of “Eat Pray Love”

The Marketing of Finding Yourself

Everyone loves a good summer “feel good” movie, and everyone loves a come back. Brace yourselves for a big one on both accounts. Coming this month, the new movie with Julia Roberts called “Eat Pray Love.”

From watching the trailer get ready for quinessential Julia Roberts—the “pretty woman” we fell in love with years ago. The Julia Roberts we want (need) to see on film. A perfect-timing story as we all struggle with the after math of a decade of public bad news and personal set backs.

“I used to have an appetite for my life, and now it’s just gone.”

The movie is not even out yet, and the marketing machine has already kicked in. Gaming, contests, web content, social media, and of course a trailer fit for a Julia Roberts fan.

The brand partnerships are everywhere, most of them high end:

  • Fragrances at Fresh that are already getting press
  • A line of clothing designed by Sue Wong, available at Bloomingdale’s and Saks
  • And the big one, a partnership with HSN to feature products across their portfolio that relate back to the film

It’s a buffet of marketing partnerships that are all fueling the desire. All aimed at reinforcing the Eat Pray Love concept of finding ourselves again. All to get us engaged in the movie before it comes out, so that it opens at number one.

“This is my ‘no carb left behind’ experiment.”

I can’t wait—I need to see this movie!  And the marketing machine is certainly making me feel that way.

Jim Joseph
Author of “The Experience Effect”
President of Lippe Taylor Brand Communications

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