"Whew! What a year," The Atlanta Journal and Constitution, December 15, 2001
Weldon anticipated the opprobrium some would heap on her for the deal she struck with Bulgari, the Italian jewelry company; it paid her an undisclosed sum in exchange for Weldon's placing references to their products in her new book. But Weldon, who in previous novels has been fearless in taking on targets like sexism, feminism, therapy and cloning, has been typically bold and unapologetic in pioneering this hybrid form of fictomercial. And her past work as an advertising copywriter she reportedly came up with the British slogan "Go to Work on an Egg" at about the same time her friend Salman Rushdie, who also worked in advertising, is said to have dreamed up "delectabubble" to describe an airy kind of chocolate bar has surely stood her in good stead in "The Bulgari Connection."
Sylvia Brownrigg, "Your Ad Here," The New York Times, November 4, 2001
Then there was the source of today's word: writer Fay Weldon's novel The Bulgari Connection, commissioned by the jeweler Bulgari, which caused much pulling of hair and gnashing of teeth last year. Interestingly, more than one reviewer noted at the time that Ms. Weldon appeared to have pulled a fast one on Bulgari, since the character who is most into the Bulgari scene is also the least likable.
It was inevitable, I guess, but a couple of ex-advertising types have taken the idea of the fictomercial to its head-shakingly logical conclusion. They've started writing bought books: novels designed from the outline up to be vehicles for a company's marketing message.