Every soda can, car, or phone you see in a movie was deliberately chosen. When someone has a handbag with a very visible logo in your favourite series, there is a reason behind it. Product placement has become a major part of the media we consume, but does it really work as a marketing tactic?
Let me set the scene for you …
It is a very tense moment in the film. The character is running away from the bad guys and jumping in his car, hoping to make a quick escape. Just as he starts the engine, a truck parks behind him, making it 10 times harder to get out of the parking spot.
As soon as the sidekick starts freaking out, the hero tells them to relax, because his new BMW has park assist and rear cameras. We get to watch a whole scene of the car unparking itself before they drive off with the logo clearly visible.
Did it work? Did people suddenly go out and buy the new BMW, or did it just feel like a commercial break in a movie, without actually breaking?
media update's Alrika Möller is asking the question: Is product placement worth it?
What is product placement?
Product placement is a marketing technique that involves showcasing and promoting a product more organically so that it does not feel like advertising.
The main idea is to show the product and its features in a place where people might not expect any advertising. Product placement uses characters in movies and series or famous people to make products look more favourable.
It creates the idea that you will be like Regina George if you use e.l.f. cosmetics — that sort of thing.
The most common places you will find product placement are in:
- movies
- series
- music videos
- video games
- social media posts, and
- paparazzi photos.
Does product placement work?
Product placement is a bit of a balancing act. If brands do it well, it will increase brand awareness. If it is done wrong, it can just annoy viewers and feel very, very forced.
The rules of product placement on social media have changed quite a lot.
Several countries have implemented laws that require influencers and celebrities to disclose when something is a paid advert. Most social media platforms require it as well (regardless of regional laws) and even make it super easy for someone to add the "sponsored post" tag to their content.
Unfortunately, the rest of the entertainment industry does not have the same restrictions.
There are a few ways to get it right:
Set a Goal
Coca-Cola is a very popular brand. It doesn't really need anyone's help with brand awareness, so when the brand places a product somewhere, it has a clear goal in mind.
When the show Stranger Things aired on Netflix in 2016, Coca-Cola took part in some very tasteful product placement.
The scene showcases Eleven crushing a Coca-Cola can with her mind, while she is being trained to help America in its fight against communism. The specific use of the Coca-Cola can creates the idea that the brand is proudly American — feeding into the strong sense of patriotism they have in America.
The moment worked so well that the scene was somewhat recreated in season three.
Why did it work? Because the brand had a specific message that it wanted to convey with the placement of the soda can. That is why Coca-Cola didn't put the can in just any scene — it was put in a specific scene.
Make a Fitting Choice
The Netflix series Emily in Paris does have some more obvious product placements like the Samsung flip phone moments of the character Sylvie or the Baccarat perfume Heartbreak getting a whole episode.
The show makes fashion-related product placement an art form, by putting characters in the newest designer clothing with noticeable logos.
This works so well that numerous websites and social media accounts exist for the sole purpose of telling people what the characters of the show wear and where they can buy it.
It worked because a big part of the show's identity is based in fashion. The outfits are iconic (and sometimes outrageous), so people already expect expensive clothing and pay attention to the fashion of the show.
Keep It Subtle
The tech brand Apple, decided to do a type of reverse product placement. It put some real value in the power of suggestion and psychology and made a deal with various production companies and networks.
While most brands pay to have their products featured in films and TV shows, Apple gives them to productions free of charge — but with a catch. The production is not allowed to let any "villains" or "bad guys" use Apple products.
This is to create the subconscious association that good guys and heroes use Apple products and villains do not. The product placement — or in some cases lack thereof — is subtle, but it does make connections within consumers' minds.
Don't Go Overboard
We all get a little bugged when a music video starts with a Beats speaker placement or when a movie character mentions a feature in their car, but we can stomach it to a degree. When a brand places its products shamelessly and in every scene, people get annoyed.
In January 2024, the Mean Girls musical movie was released. Everyone and their mother rushed to the theatres to enjoy it, but a lot of people left a little miffed.
Yes, e.l.f. Cosmetics and the film itself went viral on social media, but not really in a good way. People took to TikTok and Instagram to mock the sheer amount of product placement in the film and a lot of people complained quite loudly about it on X and Reddit.
With the way things are going, people expect some product placement in a film, but there is a line and brands (as well as movies and TV shows) need to be careful not to place so many products that the line disappears.
Product placement can be a difficult thing to do, but when it is done right, you will never even know that it is an ad.
Did you enjoy this piece? Let us know your thoughts in the comment section below.
Want to see how some brands are getting their marketing right? Check out why we are giving Sixty Out of Sixty for Checkers Marketing.
*Image courtesy of Canva