Until recently, Dunder Mifflin was a fictional paper company created for the plotline of the NBC comedy “The Office.” The storyline had the company struggling to compete with real-life office supply chains like Staples, and OfficeMax.
But now, faux-life comedy TV has merged with real-life business with the introduction of the Dunder Mifflin brand of copy paper for the Staples online outlet Quill.com.
The Staples brand licensing deal with NBC will see real life branding of a copy paper line with advertising slogans taken from the show—lines such as "Our motto is, 'Quabity First' " and "Get Your Scrant on,"
Of course, the Staples/NBC deal is not the first Hollywood-to-Main Street licensing deal. Nestle’s Willy Wonka Candy Company was created sin 1971 as a packaging and marketing gimmick using the popularity of the film adaptations of from Roald Dahl's Charlie & the Chocolate Factory
Think of it as the opposite of product placement—the process of real-world brands embedding their products in film and TV sets and scripts. In this case, it is a faux-world brand being embedded into the real-world.