I don’t have an inherent problem with the idea of product placement; done well, it can reflect a character or situation and provide visibility to a product or company. Done poorly, though, it can be distracting and ham-fisted.

The same is true for tie-ins. Recently I came across this display, and mostly what it raised was my eyebrows:

Modern Family

I see what this does for OPI. Modern Family is a hugely popular show, and even on the bottom shelf, this catches your eye. But what does it do for Modern Family?

The colors in this line are Am I Making Myself Claire?, I Do De-Claire!, Haley Good Lookin’, Basking in Gloria, Luke of the Draw, A Phil’s Paradise, Candid Cameron, Back in My Gloria Days, and What’s the Mitch-uation?

While OPI color names rely heavily on wordplay, these just aren’t working for me. For starters, I don’t see Phil or Luke as nail-polish wearers, and I think Haley’s more likely to wear more than one shade of polish than Claire is. So the names are driven by the labeling opportunities. (And nothing for Lily? Frankly, I’d see Cameron painting her nails more often than his own.)

I’m just not seeing a strategy here. This is barely a tactic. Mostly, it seems like an opportunity. But I don’t think that’s enough.