What Is Product Placement: Types and Examples of Advertising

Integration of advertising into content is costly, but businesses are willing to pay because this format can increase brand recognition and boost sales. In this article, we'll delve into what product placement is, its types, and the benefits it brings to companies.

What is product placement and why is it needed

Interestingly, the first product placement appeared in painting. In Eduard Manet's painting "A Bar at the Folies-Bergère" (1882), a bottle of "Bass" ale was placed on the counter alongside other bottles. It featured the recognizable logo of the product produced by a well-known brewery company of that time. It is unknown whether the artist added such an image for payment or simply depicted the spirit of the time.

Product placement is an opportunity to:

• Expand the audience and increase recognition because millions of people watch movies, play computer games, which are not always accessible through other channels.

• Shape the right image of a product or company. With skillful product placement, brand products are showcased in a positive context, shaping the desired business associations with the product. For example, a certain brand of sunglasses becomes the attribute of a strong hero who evokes admiration. And negative characters are prohibited from using Apple products on screen. Mercedes-Benz forced filmmakers to blur all their logos in the movie "Slumdog Millionaire." Such brand advertising created negative associations with poverty depicted on screen when cars of this brand drove by.

• Boost sales of brand products. For example, after the release of the "Barbie" movie, purchases of Mattel dolls increased by 25% compared to the previous year. The company prepared for such growth and even released a new collection.

Types of product placement

Product placement is divided into several types:

Product placement in games, movies, books, music videos uses such formats depending on the story and the wishes of the brands.

Advantages and disadvantages of product placement

Native advertising in audiovisual content is a powerful but ambiguous promotional tool with its own set of pros and cons.

Product placement: advantages

Product placement: disadvantages

Examples of product placement in movies

"Back to the Future"

The film "Back to the Future" is a classic example of product placement and possibly the first thing that comes to mind when talking about advertising in movies. The legendary Nike sneakers from the second part of the trilogy have become iconic.

However, in the first film, the protagonist also wears shoes from this brand. The advertisement appears right in the opening credits.

Additionally, in one of the shots in the second part, one of the characters is dressed in a competing brand, Adidas.

In both films, the characters drink Pepsi with designs from different eras.

A comical scene involves the brand Calvin Klein. Marty McFly's mother from the past thinks that his name is Calvin Klein because she sees the brand name on his underwear and assumes it's his name.

"Home Alone"

The famous comedy also features quite a bit of advertising. In the first film, the characters only drink Pepsi.

However, in the second part, "Home Alone 2: Lost in New York," they switch to Coca-Cola.

The plot includes advertising for the airline American Airlines.

Santa Claus gives Kevin Tic Tacs instead of candy, which he has run out of.

In a store, the young protagonist buys Tropicana juice and Tide detergent along with other items.

The burglars track Kevin in a Dodge vehicle.

In the second film, some scenes were shot in the legendary Plaza Hotel in New York.

In one scene, even the hotel's owner, Donald Trump, appears, with Kevin asking him for directions.

"Forrest Gump"

In the story, several well-known magazines are visible multiple times: People, Life, Playboy, and Fortune. Some are read by the characters, and in one, Forrest Gump himself appears on the cover.

The film features advertisements for Dr. Pepper and 7up sodas, as well as Budweiser beer.

Forrest runs in Nike sneakers and gear, seamlessly integrated into the plot.

The character receives a letter from Apple.

"The Devil Wears Prada"

This film lived up to its name and became a showcase for luxury brands.

In the opening scenes, the fashion magazine editor-in-chief, Miranda Priestly, enters with a Prada handbag.

The mention of this brand also appears on a poster in the office.

Miranda arrives at work in a Mercedes.

She gets coffee from Starbucks.

In the magazine office, employees use Apple equipment.

Of course, in a film about the fashion world, one of the most famous luxury brands appears. Anne Hathaway's character undergoes a transformation and wears Chanel jewelry, while Miranda receives a gift from the fashion house, seen behind her in a bag.

"Twilight"

In the first part of the saga, vampires drive Volvo and Mercedes cars.

"Avengers: Endgame"

Only a few brands could afford advertising in the highest-grossing film in the world as of 2019. In one scene, the Citi bank logo appears.

And Robert Downey Jr.'s character drives a stylish Audi.

"Transformers"

In the film, the yellow-and-black Chevrolet Camaro becomes a story hero — the Autobot robot Bumblebee.

Summary

Product placement is the promotion of brands through visual demonstration or mention in audiovisual content such as movies, music videos, games, and more. This type of advertising subtly forms a positive image of the product or company, expands the audience, and works indefinitely. The brand is shown visually, mentioned, or even integrated into the plot so that the characters interact with its products.

Despite its advantages, product placement is expensive, so it is usually used by high-end brands. It's also challenging to track the actual effect and depends on the reputation of the celebrities who advertise the product on screen.

Today, brand integration into multimedia content remains relevant, and investments in this direction continue to grow.