Product Placement: The Subtle Art Of Effective Product Marketing

By Editor Team
Product Placement

Did you notice the Cola-Cola can, distorted by Eleven using her psychokinetic powers on Stranger Things? Also, did you notice Tony Stark using the Audi cars in the Iron Man and Avengers film series? These inclusions are not random; they are precisely planned and used as a product placement marketing strategy by global businesses to influence your behavior and intentions to make their products your all-time favorite.

Table of Contents
The subtle way in which product placement enhances your brand loyaltyFamous Examples of Product Placements in TV showsFamous Example of Product Placements in MoviesVerdictFAQ1. What is product placement?2. What are the few examples of product placements in TV shows and movies?3. What are the challenges associated with product placement marketing strategy?Follow us on

The subtle way in which product placement enhances your brand loyalty

The products we see in movies, TV series, and other entertainment sources influence our perception of a brand and the type of services it provides to its foremost consumers. The products are often promoted via effective marketing strategies where certain scenes of movies and TV shows are utilized to showcase their relevance and value. This significant marketing approach is popularly known as product placement, which, in the past, has played a crucial role in not only enhancing brand loyalty but also the overall engagement of new and old consumers with the entire product portfolio of various international businesses.

The effect of product placement is often unnoticeable as it is promoted in a way which is not consciously visible to regular consumers. However, it plays a crucial role in enhancing consumers’ awareness of the popularity of a particular brand and its relevance to regular buyers. There are various ways and methods used to incorporate this marketing strategy. The most common approach is to showcase a particular product in a movie scene where the main character uses it as a part of their lifestyle.

It is seen that when viewers observe their favorite characters using such products, they often feel positively associated with the brand and the product itself, which has been promoted. This creates a sense of belongingness, effectively enhancing the character’s popularity and the product they use to portray a particular scene or part of a movie or TV series.

Product placement also ensures that a brand and its products are seen by a large audience, including dedicated viewers and first-time viewers who were unaware of the existence of such brands in the first place. Compared to other marketing approaches, product placement is a strategy that viewers and audiences of popular films and shows find extremely hard to miss or avoid.

However, implementing this technique of product placement is highly challenging as it requires careful inclusion of a particular product in a famous scene while ensuring that the inclusion is relevant and aligns with the character using the product to promote awareness and feasibility. Nevertheless, the successful implementation of this marketing approach proves highly beneficial as it extensively enhances the trustworthiness of a potential brand and its authenticity in front of regular consumers.

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A significant approach to product placement is to repeatedly show a product in various contexts to enhance brand recognition and recall. The propensity of repeatedly showing a product in multiple scenes ensures that the product remains at the top of the minds of consumers who global brands are targeting. This branding strategy substantially affects consumer behavior when celebrities and influencers promote a product through media content, movies, and shows. The dedicated viewers of a film or TV show find products promoted by their favorite characters and personalities more attractive compared to other scenarios.  

Famous Examples of Product Placements in TV shows

Coke in Stranger Things

The record of successful product placements will indeed represent the example of Coke, which was incorporated in various scenes of the popular TV series Stranger Things to raise awareness regarding the brand’s popularity during the 1980s and how it is still relevant for consumers in the current era. The show was responsible for effectively integrating Coca-Cola into relevant scenes, which sparked nostalgia within viewers and influenced them to develop a sense of authenticity towards the brand.

The scenes showed the return of the new Coke in the 1980s when it became popular and influenced various new buyers to become part of the company. The subtle way in which the new Coke was represented as a crucial part of the storyline of the TV series enhanced consumer perception and their responsiveness towards products that the company sells to date.

Marketers need to understand how Coca-Cola promoted its product in Stranger Things by using the approach of product placement, as it teaches an important lesson regarding the effectiveness of product placements and how it has grown to become a significant marketing strategy in the current era. Anyone opting to take a similar approach must ensure that the way the product is being promoted is subtle and does not involve over-promoting the cause and reason of marketing.

Pottery Barn in FRIENDS

The inclusion of Pottery Barn in the popular TV series FRIENDS is also exemplified as one of the most successful and influential product placements in history. One of the key characters of the TV series, Rachel, is seen buying furniture from Pottery Barn, which, in the long term, becomes one of the central plots or themes of the episode.

This exceptionally shows the intellectual way in which product placements are made to not only enhance the popularity of a particular show but also increase the popularity of a product or a brand which exists in real life. The popularity of Rachel and her buying Pottery Barn’s products in the show are also critical factors that make this placement successful and capable of enhancing sales and other financial outcomes.

HP Computers in The Office

The Office is a famous American sitcom that has exhaustively promoted HP computers’ existence and significance in front of viewers of demographic and cultural backgrounds. The marketing effort was, as usual, very subtle and based on the principles of the product placement marketing approach, where the existence of HP computers was shown as valuable assets in the Dunder Mifflin office.

The employees working as part of this Office are asked to use the company’s laptops and desktops in various scenes and scenarios. The underlying motive was to show the practicality and reliability of HP computers and how it is considered the best option by multinational organizations and large-scale companies for day-to-day activities. The storyline and professional settings include HP’s products, showing its productivity and usefulness in office spaces.     

 Apple Products in House of Cards

The House of the Cards is a popular political thriller TV series primarily based on a novel of the same name written by a British author named Michael Dobbs. The show exclusively promotes Apple products and consumer electronics resources such as iPhones, iPads and MacBooks by essential characters. The product placement tends to communicate the usefulness and efficiency of Apple products and their use by famous politicians and people with power and authority. This enhances Apple’s brand popularity and influences global consumers to consider its usage as a symbol of luxury, value, and significance.

In the same TV series, mostly in earlier seasons, the promotion of BlackBerry phones was also very evident. The BlackBerry products were similarly used by significant characters in a critical sense to indirectly enhance the visibility and brand image of the company in front of both new and existing viewers. The approach facilitated Apple and BlackBerry to gain new consumers who would then become regular buyers of new products and resources, which the brands launched shortly.

Toyota Vehicles and Apple Watches in Tom Clancy’s Jack Ryan

Like the House of Cards, Tom Clancy’s Jack Ryan is also an American political action thriller series based on characters from the fictional “Ryanverse” created by Tom Clancy in the novel “Jack Ryan”. The show features vehicles manufactured by the famous automotive company Toyota, primarily focusing on showcasing such products’ durability and capability in intensive environments. The cars are often represented so that they become a part of a larger narrative without being overly noticeable.

The show also signifies a consistent use of Apple watches and iPhones by the central character, Jack Ryan. Apple products represent a modern and slick touch to the spy world based on the overuse of high-tech devices, attractive gadgets, and other technological resources.

This particular product placement approach has been further used to make Apple one of the most dominant players in the global consumer electronics sector, where their products tend to create demands rather than follow consumers’ existing and rising demands on resources emerging from the consumer electronics industry. The features and outlook of devices sold by the company create new demands and influence various potential buyers to consider its usage as a part of their lifestyle and also for conducting tasks at professional levels.

The launch of iPad via the American Sitcom Modern Family

The iPad was one of Apple’s most revolutionary innovations, which steered the entire popularity of the brand and its exposure in various personal and professional settings and social environments. However, not many are aware of the fact that the launch of the iPad was carefully done by integrating it as a part of an episode named “Game Changer” (Season 2, Episode 19) of the American Sitcom Modern Family.

A creative form of product placement facilitated the post-launch sales of the iPad and enhanced its brand value in front of consumers of diverse cultural backgrounds and social associations. The storyline showed Phil Dunphy, considered one of the show’s main characters, who is overly excited about the launch of the iPad on his birthday.

In reality, the date coincides with the real-life launch date of the first generation iPad by Apple in 2010. In the episode, Phil describes the iPad as something that does anything humanly possible with ease and flexibility like no other. The technology enthusiast’s character made this product placement most relevant and reflected his personality. In the episode, Phil finally gets his new iPad, and the scene effectively shows his utter excitement and joy. It also shows Apple products’ desirability and specific features, making them essential for technology enthusiasts.

Famous Example of Product Placements in Movies

Reese’s Pieces in ET the Extra-Terrestrial

The placement of Reese’s Pieces in ET the Extra-Terrestrial is one of the most significant examples of how product placements are done in movies and films. The candy was used in the movie to lure ET, substantially enhancing the brand’s popularity and visibility, mainly in the Western markets. It also increased candy sales by making its producer, The Hershey Company, one of the key players in the global chocolate manufacturing market. It also facilitated the conversion of viewers into regular consumers of the brand’s entire product portfolio and the products it made and promoted mainly in the USA.

Chevrolet Camaro, Ferrari 458 Italia, Mercedes-Benz and Lamborghini Centenario in the movie series The Transformers

The Transformers is a science-fiction action film series primarily based on the Transformers franchise directed by Michael Bay. The movie series included five essential films: Transformers (2007), Transformers: Revenge of the Fallen (2009), Transformers: Dark of the Moon (2011), Transformers: Age of Extinction (2014) and Transformers: The Last Knight (2017). The storyline of a movie series depicted two groups named Autobots and Decepticons who fight against a planet-destroying entity, Unicron. The characters are all robotic species originating from the Cybertron planet, where they all transform into robotic beasts from traditional cars and super vehicles.

The storyline allowed various car manufacturing companies to ensure successful product placements and promote effectiveness of their products and associated facilities to interested viewers. The key characters were depicted as popular cars such as the Chevrolet Camaro, GMC Topkick Pickup, Pontiac Solstice, Bugatti Veyron, Mercedes AMG GT, Ford Mustang, etc.

The essence of cars transforming into robotic entities created a sense of exceptionalism, further enhancing the demand for vehicles promoted through this series. Over the past few years, companies such as Chevrolet, Ferrari, and Mercedes-Benz have grown into prominence, where their products are in high demand by consumers with high spending power and propensities to buy luxury automobile vehicles. The movie series also promoted a list of other products from different industries and sectors via product placement marketing efforts. These products comprise technology gadgets and military equipment products sold by consumer brands and retail outlets, and so on. Some key featured brands include Apple, Dell, Nokia, Panasonic, Xbox 360, Goodyear Tires, General Motors, etc.

Ray-Ban Sunglasses in Top Gun

The American Action Drama film Top Gun was collectively directed by Thomas Scott, Tom Simpson and Jerry Bruckheimer by collaborating with Paramount Pictures. Through the movie, the use of the Ray-Ban Aviators sunglasses series was promoted, subsequently increasing the product’s popularity and relevance for several fans and online viewers. The promotion of the product series by Maverick, the critical character of the movie, played by Tom Cruise, also helped enhance its popularity and overall recognition of the brand in domestic and international markets. The extensive promotion and the creative product placement also enhanced sales of the product series and its timelessness even in the current business market.

Nike in Back to the Future

Back to the Future is another example of a film that facilitated the promotion of Nike and its unique product line. The film was launched in 1985 and was directed by Robert Zemeckis and written by Zemeckis and Bob Gate. The movie’s main character, Marty McFly and her self-lacing Nike shoes created a cultural phenomenon which further influenced accurate life versions of the movie scene. The trend enhanced Nike’s brand reputation greatly and made it capable of showcasing its products’ efficiency in terms of durability and fashion to international buyers. Similarly, the approach enhanced its product sales, making Nike the leading global sneaker-manufacturing company, worldwide.

Audi, Burger King, LG and Dell, Oracle and Dr. Peppers in the Iron Man movie series

Tony Stark is one of the most famous fictional superheroes, which has gained worldwide popularity in the film series Iron Man and the subsequent movie series named Avengers. Everything that is part of Tony Stark’s lifestyle attracts international attention starting from the cars he drives and the technological gadgets he uses to gain superhuman capabilities. One of the key automotive companies preferred by Tony Stark is Audi, where in the movie series, various scenes show the characters riding vehicles produced by the company.

Some of the models which the character prefers are the Audi R8 and Audi A8. The consistent display of these models as a part of the movie has increased the popularity of Audi cars and vehicles globally. It has subsequently enhanced its sales and its capability of attracting potential buyers from time to time.

Another significant example of a brand displayed in the Iron Man movie series is Burger King. In a particular scene, Tony Stark is seen escaping his captivity and requesting an American Cheeseburger from a branch of Burger King, potentially in the USA. The scene exceptionally relates to the personal life of Robert Downey Jr., who plays the role of Tony Stark in the entire Iron Man and Avengers franchise. It represents the actor’s journey of overcoming addiction, which is memorable to various international fans.

The scene’s significance has further played a crucial role in enhancing Burger King’s visibility as a significant player in the food and beverage industry in the USA. The product placement approach also played a comprehensive role in elevating the company’s brand recognition while effectively facilitating the development of close ties with its global consumer base.

In the movie series, companies like LG and Dell also gained worldwide popularity due to their consistent representation as a part of Tony Stark’s Lab. As a scientist and an entrepreneur, the character maintains a high-tech lab filled with modern-day gadgets, mainly featuring LG and Dell products. The product placement effectively shows Tony Stark’s interest in choosing real-life companies such as LG and Dell as a part of its high-end technology setup. This further demonstrates the reach and capability of such brands to collaborate with globally popular movie series such as Iron Man. It also represents the effectiveness of the products produced by these companies and how such products can handle complex professional tasks requiring high-end technical faculties.

The presence of Oracle, a globally recognized IT company, is also visible in the second movie of this series, Iron Man 2. In a particular movie scene, the brand represents itself at an Expo organized by Stark Industries. The company’s association with Stark Industries, a fictional conglomerate excelling in the production of military weapons and advanced missiles, indicates its capabilities in terms of technology inclusion and production of high-end technology resources. It also displays the brand’s recognition across various global borders and its reputation as a significant technology business that associates itself with producing similar products and weaponry resources.

A significant example of a similar company promoted in the movie series is Dr. Pepper, a producer of carbonated soft drinks established in the 1880s by a renowned pharmacist named Charles Alderton in Texas. The appearance of this beverage brand can be seen in various scenes in the movie. It also appears in Tony Stark’s home and other scenes developed by the directors to steer recognition of the brand and the producer in target markets. 

Verdict

Ways in which Product Placement influences purchasing behavior

The collective examples of product placement showcase the effectiveness of this marketing approach and its relevance for companies and global brands who aim to enhance their products’ popularity and eminence. Additionally, two main factors make this potential marketing campaign highly relevant and efficient in elevating brand visibility and recall. The first factor is subconscious influence, as it potentially allows viewers to comprehensively understand essential brand messages promoted by brands without direct advertising efforts. This also allows existing consumers to make relevant purchasing decisions shortly, which is helpful for various global brands and multinational companies. The second factor relates to this advertising strategy’s effectiveness in developing strong emotional connections with targeted consumers.

Whenever consumers see a product loved and used by their favorite characters, it helps create a sense of emotional connection with the brand or the manufacturer. If the brand is famous, it ensures that potential viewers turn into regular consumers who prefer their products over other resources produced, promoted, and distributed by competitors. The emotional bond further influences consumers to stay loyal and choose products from popular brands long-term.

Challenges associated with the application of the Product Placement marketing strategy

Despite the effectiveness and capability of the product placement marketing strategy, inauthentic placements can prove highly ineffective and distressful to the reputation of a particular company and the relevance of its products and services. Blatant advertising campaigns and repetitive marketing methods can disrupt consumer perception of a potential brand and make them develop a negative perception of authenticity and effectiveness of products being promoted in the first place.

The damage to a company’s reputation due to ineffective product placements can reduce sales and affect consumer behavior towards existing products and new products that the brand will develop soon. The issue associated with overt commercialization can also influence consumer decision-making. Consumers in the current era opt for subscription services to avoid ads between shows and movies they intend to view without unnecessary interruptions.

Hence, a company needs to differentiate itself from excessive displays of its products, particularly in scenes that fail to represent its significance and authenticity. It is further recommended that new players intending to use product placement as a critical marketing strategy investigate the negative consequences of overt commercialization and the depiction of product in scenes, which does not make any sense and subsequently fails to enhance popularity and brand recognition.

It is suggested to ensure proper fund management as product placement is considered an advertising approach which is expensive as it requires a partnership of businesses with popular movies and TV shows which are viewed by international audiences and who are sensitive to the theme or the content which is being displayed by famous producers, directors and TV actors.

FAQ

1. What is product placement?

The products we see in movies, TV series, and other entertainment sources influence our perception of a brand and the type of services it provides to its foremost consumers. The products are often promoted via effective marketing strategies where certain scenes of movies and TV shows are utilized to showcase their relevance and value. This significant marketing approach is popularly known as product placement, which, in the past, has played a crucial role in not only enhancing brand loyalty but also the overall engagement of new and old consumers with the entire product portfolio of various international businesses.

2. What are the few examples of product placements in TV shows and movies?

Product Placement in TV shows: Coke in Stranger Things, Pottery Barn in FRIENDS, HP Computers in The Office, Apple Products in House of Cards, Toyota Vehicles and Apple Watches in Tom Clancy’s Jack Ryan, The launch of iPad via the American Sitcom Modern Family.
Product Placement in Movies: Reese’s Pieces in ET the Extra-Terrestrial, Chevrolet Camaro, Ferrari 458 Italia, Mercedes-Benz and Lamborghini Centenario in the movie series The Transformers, Ray-Ban Sunglasses in Top Gun, Nike in Back to the Future, Audi, Burger King, LG and Dell, Oracle and Dr. Peppers in the Iron Man movie series.

3. What are the challenges associated with product placement marketing strategy?

Despite the effectiveness and capability of the product placement marketing strategy, inauthentic placements can prove highly ineffective and distressful to the reputation of a particular company and the relevance of its products and services. Blatant advertising campaigns and repetitive marketing methods can disrupt consumer perception of a potential brand and make them develop a negative perception of authenticity and effectiveness of products being promoted in the first place. The damage to a company’s reputation due to ineffective product placements can reduce sales and affect consumer behaviour towards existing products and new products that the brand will develop soon.

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