AquaCell’s Bottles ‘Billboard’ Sitcoms

NEW YORK Always trying to find innovative ways to reach potential TV viewers, CBS will run ads for its Monday night comedy block on AquaCell water coolers in Rite Aid and Duane Reade drugstores.

CBS Marketing Group in New York will promote its new sitcom Out of Practice with a picture of the cast and the tagline, “Quench your thirst for comedy.” The drugstore marketing campaign will also include ads for Monday night sitcoms The King of Queens, Two and a Half Men and How I Met Your Mother, in addition to Out of Practice, on the drugstore chains’ prescription bags.

“At the heart of any promotional campaign is the drive to inspire water cooler buzz,” said George Schweitzer, president of CBS Marketing Group. “What better way to accomplish this than by putting advertisements for one of our highly anticipated new comedies, Out of Practice, on AquaCell’s water coolers.”

AquaCell Media, based in Rancho Cucamonga, Calif., installs its water coolers in locations free of charge under a multi-year agreement, and retains ownership of the “billboard” device. Revenue is generated through the sale of ad space on the band and cup holder of the five-gallon water bottle.