Sweat + Inspiration = ‘Eureka’ Degree Promo

Aug 1, 2008  •  Post A Comment

The Sci Fi Channel has developed an integrated marketing campaign for Unilever’s Degree deodorant in the show “Eureka,” AdAge reports. The third season depicts the program’s characters conducting experiments in the consumer-products lab, leading to the creation of a next-generation deodorant, the newspaper says. The network also has created a microsite for the show, prompting 30,000 orders of Degree samples, as well as mock infomercials for products and a toll-free number for consumers, the newspaper notes.
—Vlada Gelman


  1. Eureka is a Great Show with a good cast, very intelligent and very good writing. Looking foward to the next episode.

  2. I find the commercials placed in the actual show a very disturbing trend. Is it the show or a hour-long commercial?

  3. Those in place commercials are unbelievably annoying. The only thing I’m thinking is if I really want to watch Eureka that much and to never again buy degree.

  4. I find the commercials using actual Eureka employees very funny. I deliberately DON’T TiVO through them! I admire they’re doing something out-of-the-box with the way they are advertising, and I disagree that it feels like an hour-long commercial. I feel the plot this season is stronger than last, no question. Besides, if a fat corporate sponsor is going to ensure a well-written, well-acted show like Eureka stays on the air, then I’m all for it. Perhaps if Fox’s Firefly had had the same sort of money thrown at it by sponsors, we’d still be enjoying Joss Whedon’s masterpiece today… commercials are a fact of life people, paying for the shows we want to watch. I applaud them for doing it in an unusual way.

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