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Leno’s Best Line

May 29, 2017Media Mention
San Fernando Valley Business Journal

Former “Tonight Show” host Jay Leno has a new gig selling his name brand car care products out of his garage in Burbank. Leno partnered with his personal auto detailer Jeremy Porrazzo to develop product line using Leno’s collection of 160 cars as test dummies. Called , the line has hired Kahn Media in Moorpark to execute a publicity campaign built around Leno’s YouTube channel and his current CNBC show titled “Jay Leno’s Garage.”

A celebrity such as Leno provides a brand with instant name recognition. Entertainment and branded consumer products attorney Andrew Apfelberg of Greenberg Glusker told the San Fernando Valley Business Journal that celebrity licensing deals bring exclusivity to a product or line, thus generating sales.

“One thing a competitor can’t have is (the same) celebrity endorser,” he said. “You can knock off the design or scent, but you can’t knock off the celebrity or athlete association. It’s one of the few barriers to competition that still exists.”