From Ray-Bans to Reese‘s Pieces: 13 Unforgettable Examples of Product Placement

Product placement, the practice of embedding branded products into entertainment content, has become a go-to marketing strategy for many companies. Rather than interrupt the viewing experience with traditional advertising, product placement allows brands to integrate their offerings directly into the movies, TV shows, music videos, and video games that audiences are already watching.

While some product placements can be subtle, like a strategically placed soda can on a table, others are so overt that they almost feel like an extended commercial within the content. When done well, product placement can boost brand awareness, create positive associations, and drive sales. But when executed poorly, it can come across as forced, inauthentic, and even damage the brand‘s reputation.

In this post, we‘ll explore the ins and outs of product placement, including its benefits, most memorable examples, what it typically costs, and best practices to follow.

The Power of Product Placement

Product placement is hardly a new concept. One of the earliest examples dates back to the 1920s when a candy bar brand paid to have their product appear in a Charlie Chaplin film. In the 1960s, advertisers would sponsor entire TV programs, leading to not-so-subtle integrations like The Flintstones smoking Winston cigarettes.

But as audiences became savvier and more averse to advertising, product placement evolved into an art of subtlety. The goal became to make the brand a seamless, almost subliminal part of the story. Seeing James Bond sip a Heineken instead of his signature martini may raise some eyebrows, but for many placements, the brand integration goes virtually unnoticed on a conscious level.

However, on a subconscious level, these placements can have a significant impact. According to a 2019 study by researchers at Indiana University and Emory University, even simple background product placements can have a pronounced effect on our behavior. Study participants who were shown photos with either Coca-Cola or Pepsi products in the background later showed a measurable preference for the brand they had subliminally seen.

This subconscious effect is what makes product placement so powerful as a marketing tool. We may not actively register the branded products we see in entertainment, but they can still shape our perceptions, preferences, and purchasing habits.

Product placement also allows brands to "borrow equity" from the characters, storylines, and overall aura of the content they appear in. A character seen as stylish or aspirational becomes an implied endorser for the brands they use. James Bond is practically a one-man advertisement for Aston Martin, Omega watches, and Tom Ford suits.

The Business of Product Placement

Product placement is big business. According to data from PQ Media, global product placement spending hit $20.6 billion in 2019, a 14.5% increase over the previous year. The US leads the pack in product placement expenditures, accounting for nearly 60% of the global total.

Historically, film and television have received the lion‘s share of product placement dollars. But increasingly, brands are pursuing integrations in music videos, video games, online videos, and social media content. With the rise of ad-free streaming platforms like Netflix and the prevalence of ad-blocking software, product placement offers a way for brands to reach elusive audiences.

So how much does it actually cost to get your product featured on the big or small screen? Prices can vary widely depending on the specific integration and scope of the deal. On the high end, some placements in major motion pictures can cost upwards of $20 million. Aston Martin reportedly paid $35 million to be James Bond‘s vehicle of choice, while Heineken shelled out $45 million to have 007 seen with their beer.

For brands with smaller budgets, a background placement in a single TV episode could cost anywhere from $50,000 to $250,000. An overt verbal mention by a main character would be on the higher end of that range, while a subtle visual placement would be less expensive.

But those figures just represent the fee paid to the studio or production company. To get the most mileage out of their placement, brands often spend 1-2x the integration cost on PR, social media, and co-branded advertising to promote their appearance. So a $1 million product placement could turn into a $3 million investment when the accompanying marketing is factored in.

Of course, not all product placement deals involve an exchange of money. Some are bartering arrangements, where the brand provides products or services for the production in exchange for the placement. For example, a automotive brand may provide a fleet of vehicles for the cast and crew to use during filming.

Measuring the ROI of Product Placement

With such high costs, brands expect to see a return on their product placement investments. But measuring the ROI of product placement can be tricky, as the effects are often more subtle and long-term compared to traditional advertising metrics like clicks or immediate sales.

Many brands rely on social listening tools and search data to gauge the impact of their placements. They‘ll track mentions, sentiment, and search volume for their brand and products in the hours and days following a placement airing. An appearance in a popular program could spark thousands of tweets and a double-digit increase in Google searches.

Some placements include a specific call-to-action, like a custom URL or promo code, which makes attribution easier. Snapchat‘s sponsored Lenses, which let users virtually try on products in their selfies, have a direct link to purchase the featured item.

For larger integrations, brands may commission studies from Nielsen or other research firms to measure brand lift and purchase intent. These studies survey viewers before and after exposure to the placement to assess its impact on attitudes and behavior.

Let‘s take a look at some real-world examples of product placements and their reported impact on the brands featured:

Film/Show	Brand	Integration	Reported Impact
E.T. (1982)	Reese‘s Pieces	E.T. follows a trail of the candy	65% sales increase
Top Gun (1986)	Ray-Ban	Aviator sunglasses worn by Tom Cruise	40% increase in Aviator sales
The Italian Job (2003)	MINI Cooper	Featured prominently in car chases	22% increase in sales
Stranger Things S1 (2016)	Eggo	Eleven‘s favorite food	14% increase in sales
Transformers (2007)	GMC	Autobots transform into GMC vehicles	20% increase in Camaro sales

Sources: BusinessInsider, CNBC, The Hollywood Reporter

As these examples show, the right product placement can drive a significant spike in sales and interest for the featured brand. But not all placements perform as well. The key is to find a natural, authentic fit between the brand and the content.

Best Practices for Product Placement

So how can brands ensure their product placements hit the mark? Here are a few tips:

1. Find the right fit – Look for projects that align with your brand values and target audience. Having your sports car appear in a Fast & Furious film makes sense, having it show up in a Victorian period piece doesn‘t.

2. Aim for authenticity – The placement should feel organic to the story and characters. Overt shoehorning will only make audiences roll their eyes. Let the creatives find ways to naturally weave your product into the narrative.

3. Bigger isn‘t always better – A subtle background placement that doesn‘t distract from the story can be more impactful than an in-your-face showcase of your product‘s features. Remember, less is often more.

4. Leverage the placement in marketing – The placement itself is often just the beginning. Use PR and social media to amplify the integration and get your audience talking. Run co-branded ads and create behind-the-scenes content about how your product was used on set.

5. Consider non-traditional opportunities – Look beyond movies and TV to influencer partnerships, video game integrations, and brand-sponsored content. With the rise of ad-free platforms, these less-conventional placements are becoming increasingly important.

Of course, product placement is not without its risks and drawbacks. Brands have limited control over the final content and run the risk of their products being cut altogether. Placements can also backfire if they come across as inauthentic or if the movie or show generates negative buzz.

Some infamous product placement flops include Carl‘s Jr. in the universally-panned film Idiocracy, Burger King‘s jarring placement in the Iron Man video game, and the parade of forced integrations in the infamous Kardashian-Jenner game app. When product placement misses the mark, people take notice.

The Future of Product Placement

As media consumption continues to evolve, so will the practice of product placement. With the proliferation of streaming platforms and on-demand content, traditional commercials are becoming less relevant. Brands will increasingly look to weave their products and messages directly into the content itself.

We‘re also likely to see a rise in digitally-inserted product placements using CGI. Rather than having to commit to a single brand integration during filming, producers could sell placements to be added in post-production and even customized for different audiences and regions. A character‘s soda can might appear as Coke for some viewers and Pepsi for others, based on their viewing profiles.

As artificial intelligence becomes more sophisticated, we may even see AI-generated product placements, with branded items seamlessly inserted into pre-existing content.

But even as the technology and tactics change, the core concept of product placement will endure. As long as there are hit shows and engaged audiences, brands will find ways to subtly (or not so subtly) work their way into the narrative.

While some integrations may be ridiculed as gratuitous (we‘re looking at you, Jurassic World and your ludicrous Verizon Wireless placements), product placements are now an accepted and expected part of the entertainment landscape. When you see a character crack open a Bud Light or drive off in a gleaming Mercedes, you probably won‘t bat an eye. And that‘s exactly what the brands are counting on.