Single mom's identify with Tyler Perry's movie, but do Brand Managers?

Miami, Florida

Tyler Perry's Single Mom's Club by T.V. Floyd

The women in Tyler Perry’s Single Mom's Club may have lost their men, but they gained lifelong friendships in this drama about five ladies from five different walks-of-life struggling to deal with family, finances and finding new love. Ten minutes into this film and you realize that these characters are familiar, and so too are the brands cleverly woven into the scenes.

Based in Atlanta, Georgia where there is a Waffle House on every corner, actor Cocoa Brown who plays Lytia, puts this breakfast diner in the spotlight with her work uniform and several in-store scenes. This popular late night eatery authenticates the realism of the setting and emphasizes the common struggle of a single mother who has to occasionally bring her kids to work.

Producers Ozzie Areu, Matt Moore and Tyler Perry made a smart move by having one of the highest grossing books make an appearance. A quick glimpse of the cover of Fifty Shades of Grey commanded a pleasant gasp and coyish chuckle from the audience.

As storylines begin to develop in Tyler Perry’s Single Mom's Club, we see brands such as the Makita circular saw make the cut. The popular beer brand Corona is strategically in an over-the-shoulder clubroom shot, while cast member Esperanza celebrates her daughter Jennifer’s birthday.

Missed opportunities came during the “3W Circle.” That’s when the women, wine and their worries gathered for their first meeting. The wine bottle on the table could have showcased Sutter Home, Inglenook or Martini & Rossi. The immense visibility of the purse given as a gift could have meant a big return for Michael Kors, Fendi or Coach if their logos were featured.       

There was one missed opportunity that was appropriate. When the kids were caught lighting up, producers did the responsible thing by foregoing the opportunity to have a cigarette company integrate its brand into this scene. Kudos for choosing discretion over dollars!

In most movies that hit the big screen, automobiles play a key role and advertisers have the opportunity to capitalize on that exposure. Mercedes Benz seized the moment by having its SUV highlighted. But, the winner of the wheels game was BMW. When Esperanza defiantly visited her ex-husband’s dealership, that scene produced a wideshot of a storefront and multiple models on the showroom floor, giving the audience reason to test drive a Beamer.  

The power of brand integration in the creative services industry is enormous and opens up a new avenue for distribution. With the economy still wavering, shrewd brand managers, advertisers and integration agents traveling this pathway could net greater results for their clients.                  

Brand meter: ✓✓✓ out out of ✓✓✓✓✓

Trenae V. Floyd is the owner of Von Enterprises International, Inc. a global marketing firm based in Miami, Florida. She is also the founder and coordinator of the Product Placement Expo, an annual conference that maximizes the potential for filmmakers, TV producers, authors, musicians, and comedians to integrate brands into their productions.,