The Power of Marketing
You’re probably familiar with the television program “Yellowstone” featuring the exploits of the Dutton family…what the show “Dallas” did for Texas, and “Dynasty” did for Colorado…well, sort of, “Yellowstone” is doing for Montana—with perhaps a lot racier language and a lot more killing.
The program premiered on the Paramount cable TV channel some five years ago. It’s been on the Peacock streaming service, on DVD, and repeated frequently on Paramount. But thanks to the Hollywood writers and actors strike, and no new programs for the fall season, CBS—which is owned by Paramount—is now airing episodes of the show on Sunday nights, marking the first time it is airing on free over-the-air TV.
Not a bad move…the first episode aired this past Sunday, and a whopping 6.6 million people watched it. It easily was the top-rated entertainment show of the week…a five year old show, and easily the top-rated one of the week.
Not sure what that says about the competition…but for the sake of argument, let’s chalk it up to the power of the “Yellowstone” program itself.
And that, as you might imagine, has led to marketing opportunities. For some time, you’ve been able to buy a Yellowstone/Dutton Ranch ball cap like you see on the show, and a variety of t-shirts…some with the logo, others with things tied to parts of the show, like a reference to taking someone to the train station. As the saying goes, “if you know, you know”.
There are also various adult beverages with the moniker, so you can drink a popular beer brand out of a limited edition “Yellowstone” can.
But as I made my way through a Walmart the other day, I stopped when I saw something that proves they’ve run out of things to sell: officially licensed “Yellowstone” boxer shorts.
I get the idea of associating yourself with something popular, be it a school name, a sports team logo, or the “Yellowstone” brand—and for those who know, pun intended. But last I knew, folks don’t see your boxer shorts. So what benefit is there for a purchaser? Does it give them secret confidence, that the Dutton clan and what it stands for is at the foundation of your wardrobe?
No, I most certainly did not purchase them. But obviously, when you’re the most talked about show on TV, with 6.6 million watching a five-year old episode, there’s a large audience out there to purchase beer, ball caps…and apparently, boxer shorts.
