Can Dunder Mifflin Paper Brand Continue Past Thursday’s Finale of ‘The Office’?
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Dunder Mifflin will close up shop when the “The Office” airs for a final time Thursday on NBC. But if Quill.com gets its way, the fictional paper-products company will live on for years to come — and not just in syndication.
Quill, which is owned by Staples, has aggressive marketing plans for its line of “Dunder Mifflin” branded office products, which were first introduced in 2011 under a licensing deal with NBC. “I don’t think we went into this saying this is going to be a two or three year thing,” said Paul Bessinger, Quill’s director of innovation. “We think his thing can stand on its own and become an evergreen brand.”
The marketer’s first step comes Thursday night when it will air a new ad in the markets where the fictional Dunder Mifflin operates, such as Scranton, Pa.,; Utica, N.Y.; Akron, Ohio; Albany, N.Y.; and Syracuse. The commercial, which was crowd-sourced by Tongal, will run right before or after show but probably not during it, Mr. Bessinger said.
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