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I saw Run, Fatboy, Run this weekend. Loved it. The movie centers around a marathon called the Nike River Run. This, of course, was accompanied by Nike River Run signs splattered all over London. At one point, the main character receives a brand-spanking-new pair of running shoes—Nike, of course—and is told that they are “the best money can buy.”
My first thought was, “I wonder how much Nike paid for that.” I read that the filmmakers originally wanted the race to be the London Marathon, but that was already being used by another movie. Thus, the Nike River Run was invented. Nonetheless, I wonder about product placement whenever I see a logo or company name pop up in a movie. Was that a paid deal? Or just something that the moviemakers threw in there?
Here are the answers to some of those questions—including the Seinfeld Junior Mints and the Reese’s Pieces from E.T.
1. Junior Mints, Seinfeld
“Who’s gonna turn down a Junior Mint? It’s chocolate, it’s peppermint, it’s delicious!” Were truer words ever spoken? But it might not have been that way—other candy companies were originally asked for permission to place their product in that episode. Not seeing the humor in having their bread-and-butter fall into the open chest cavity of a patient, Seinfeld was turned down by M&Ms and Lifesavers (among others) before finally getting to the Junior Mint people. No money exchanged hands between Tootsie Roll (Junior Mints’ parent company) and Seinfeld. With the amount of product exposure Junior Mints gained from that episode, that’s quite a deal. Watch a clip here.
2. Reese’s Pieces, E.T.
Between Seinfeld and E.T., M&Ms has really missed some huge marketing opportunities (not that the company is exactly hurting). The rumor is that Mars, Inc., just didn’t think this was a worthwhile movie on which to spend their advertising dollars, but no one has ever substantiated that fact. Whatever the reason is, it was a big mistake—Mars’ competitor, Hershey, snapped up the opportunity to promote Reese’s Pieces. Hershey agreed to spend $1 million promoting E.T. in exchange for the rights to use E.T. in its ads. The payoff was huge—the delightful little peanut butter candies (can you tell I like Reese’s Pieces?) saw a reported 65% jump in profits just two weeks after the movie’s premiere.
3. Ray-Ban, Risky Business
I used to love that episode of Saved by the Bell when Zack, Slater and Screech are home alone and they bust out some Risky Business-style moves wearing socks and using brooms as guitars. Anyway. Back to Business. At the time, the Wayfarer sunglasses Tom Cruise modeled in that movie were pretty much biting the dust. Annual sales were only about 18,000. After Tom Cruise wore them in the movie (and on the cover of the movie) in 1983, sales skyrocketed to 360,000. By 1989, Ray-Ban had sold more than four million of the Wayfarer model. A bit of trivia for you: Audrey Hepburn wore Wayfarers in Breakfast at Tiffany’s, Don Johnson wore them in Miami Vice, Bruce Willis wore them in Moonlighting and ol’ Tom Cruise tried them on again for Top Gun. Why such the gap between Audrey and the 80’s revival? Well, in 1982, Ray-Ban inked a contract with a product placement company: $50,000 per year to put Ray-Bans in movies and television.
4. Fed-Ex, Cast Away
You cannot escape the product placement of Fed-Ex in Cast Away. It’s literally everywhere. And what great publicity—when Fed-Ex manager Chuck Noland washes up on a deserted island, he collects all of the Fed-Ex boxes that washed up with him. While he ends up opening most of them to aid in his survival on the island, he leaves one unopened and returns it to its rightful owner when he makes it back to land many years later. How’s that for reliability? CEO Fred Smith even had a cameo in the movie. And what did Fed-Ex pay for all of this? Absolutely nothing. They were reluctant to allow their image and brand to be used at first—the plane crash scene really bothered them. But ultimately, they decided that the movie had a good message and the brand awareness they would get would be worth it.
5. Reebok, Jerry Maguire
This one should be titled “When product placement goes bad.” If you think back hard enough, you will remember that Cuba Gooding, Jr’s character, Rod Tidwell, held a grudge against Reebok for the entire movie because Reebok wouldn’t use him in their ads. Reebok provided more than $1.5 million in merchandise, ads and promotional materials to be featured in the movie because they thought the ending of the movie would be a little different. Over the closing credits, a fake Reebok commercial was supposed to be shown with Reebok saying, “Rod Tidwell. We ignored him for years. We were wrong. We’re sorry.” However, that scene got cut. So Reebok ended up investing $1.5 million to have their brand disparaged for a couple of hours. They sued and TriStar pictures settled out-of-court for an undisclosed amount.
6. White Castle, Harold and Kumar Go to White Castle
The other day, Higgins posted about deal-breaker books. I could see this being a deal-breaker movie, but I’ll admit it anyway—I love Harold and Kumar. (White Castle is OK.) Because of its national recognition, Krispy Kreme was also approached to play a role in the movie. Krispy Kreme was not thrilled by the idea of the brand being so closely associated with a Cheech-and-Chong-esque movie and turned them down. White Castle had no qualms about being featured and even agreed to promote the film with collectible cups, radio ads and signage. They didn’t pay a dime for product placement, however.
7. Staples, The Office
Anyone who is a fan of The Office knows that Staples is Dunder-Mifflin’s biggest competitor. That’s not just a mere coincidence. The Office has product placement deals with Staples, Hewlett Packard and Activision’s Call of Duty computer game, among others. But the Staples deal is undoubtedly the one that is referenced the most. Not only is the brand mentioned as DM’s biggest competitor, but Staples products are shown in virtually every episode. Look closely next time you watch and you could find anything from Staples-brand blank CDs to Staples-brand fax paper. A Staples shredder was even an integral part of one episode, where Kevin demonstrates the power of the shredder by using it to make a salad. While I wasn’t able to find how much Staples coughs up to be featured so prominently in the show, it’s clear that they are very proud of their affiliation. When one episode featured Dwight quitting his job at Staples to return to Dunder Mifflin, Staples released this memo. A company with a sense of humor? Makes me want to buy my pens there.
8. BMW Z3, GoldenEye
James Bond is apparently one of the most powerful car salesmen in the world. After driving Aston Martins for years, 007 found himself equipped with a BMW Z3 Roadster in 1995’s GoldenEye. Sure, it cost them $3 million, but people saw the movie and fell in love with the Roadster. BMW made $240 million in advance sales alone.
9. Slinky, Etch-a-Sketch, Mr. Potato Head; Toy Story
I am a testament to the power of the product placement in Toy Story. But I’ll get to that in a minute. When the movie came out in 1995, classic toys like Mr. Potato Head and Slinky weren’t doing so great. After being featured as characters in the Pixar/Disney film, sales soared immediately. Etch-a-Sketch saw a 4500% boost. Slinkys were no longer being produced because they weren’t profitable. Post-Toy Story, Slinky received 20,000 orders, which revitalized the company. Mr. Potato Head sales jumped 800%. And that’s where I come in. I am a sucker for those big displays at Disney World and Disneyland where you can go through the bin of Potato Head parts and shove as many will fit into a box for $19. I have a ridiculous number of parts, from Tinkerbell’s wings to Dumbo’s ears to Cruella DeVil’s purse. That’s double branding right there. Genius.
10. Nuprin, Doritos, Pepsi, Pizza Hut, Reebok; Wayne’s World
Finally, we get to my favorite. The fact that I just rattled off all of the brands featured in this brief clip from a movie that came out 16 years ago just goes to show you how effective product placement can be.
Comments (41)
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I first thought of Wayne’s World when I read the title of this post.
posted by Amanda on 4-5-2008 at 7:09 am
Great post!! More like this please. :)
posted by mrs.djs on 4-5-2008 at 7:40 am
I’d be curious to know how much Taco Bell paid for its presence in Demolition Man.
posted by Johnny Cat on 4-5-2008 at 2:16 pm
I think it’s worth mentioning some of the product placements in “Talledega Nights”.
“Dear Lord baby Jesus, or as our brothers in the south call you, “Hay-Zeus” we thank you so much for this bountiful harvest of Dominos, KFC, and the always delicious Taco Bell.”
posted by ChrisM70 on 4-7-2008 at 10:43 am
The Austin Powers movies, especially Austin Powers 2: The Spy Who Shagged Me, are overloaded with product placements.
It is so bad it almost ruins the film.
posted by Chad on 4-7-2008 at 10:48 am
Ok, I really hate to admit I saw this movie, but the product placement was part of the plot (what genius thought of that). I’d be really interested in how McD et. all got into Josie and the Pussycat.
posted by maria on 4-7-2008 at 12:59 pm
The last episode of “Friends” I can remember watching was the one that turned out to be a half hour ad for “Nestle Toll House” cookies.
At the time there was news about Taco Bell and “Demolition Man”. I think MacDonald’s and Burger King turned it down.
Unobtrusive placement can be fun. Sometimes I like to watch movies and look at all of the NON-placements. People drinking non name colas and beers; T shirts with unrecognizable logos on them….. that kind of hting.
posted by mungley on 4-7-2008 at 2:47 pm
Just watched the first season of The Wire, and their Verizon placement was pretty blatant. I also remember the giant Pepsi blitz for Back to the Future I & II.
Also, didn’t Hershey’s revive the “cute alien loves reese’s pieces” campaign, but with a little blue guy as a stand-in for E.T?
posted by Mudi-B on 4-7-2008 at 7:10 pm
If you watch the Director’s Commentary on Josie and the Pussycats you’ll hear that they received NOTHING for all the product placement in the movie. It did fit really well into the plot though!
posted by josiefan on 4-8-2008 at 7:44 am
I’d love to see what you ahve to say about Idiocracy and Crazy People.
Idiocracy: “Carl’s Jr. F**k You! Im eating.”
Crazy People: “Volvos: Boxy, but safe.”
So great!
posted by OC Jon on 4-8-2008 at 9:50 am
This is not a criticism at all, but I can’t believe you missed THE most prominent “product-placing” I have ever seen in my life…Transformers. My god. Don’t get me wrong, I’m one of the few that actually liked that movie despite it’s shortcomings, but I don’t think there is one scene in that whole thing where they aren’t trying to sell you something.
posted by Bob on 4-8-2008 at 10:26 am
I was really curious how much Chevy paid to turn Transformers into a 2-hour long commercial as well
posted by Atredeus on 4-8-2008 at 2:14 pm
the waynes world is definitely a classic…but whats the story behind it??
posted by mrdylanmichael on 4-8-2008 at 2:43 pm
‘Risky Business’ may have given Ray-Ban Wayfarers a boost, but it was ‘The Blues Brothers’ that resurrected them.
posted by ham on 4-8-2008 at 3:13 pm
As much as I love Wayne’s World, the backstory on that should be they stole a gag from Attack of the Killer Tomatoes II and changed it just enough to not get called on it…
posted by Matt on 4-8-2008 at 6:02 pm
Don’t forget GM’s donation of 300 vehicles for use in the freeway scene in The Matrix Reloaded.
posted by Dan on 4-18-2008 at 4:01 am
“Why don’t you gentlemen have a Pepsi?”
posted by Jeff on 4-28-2008 at 1:19 pm
Fender Guitars also got a nice plug in Wayne’s World :)
posted by JG on 5-10-2008 at 6:41 pm
how about the random placements in drawn together episodes, classically personaified in when woldorf is looking in the medicine cabinet and among all the jars of poison there is a gerber baby food jar. lol
posted by Sue on 5-27-2008 at 9:49 pm
Don’t forget about The Island (Ewan MacGregor and Scarlett Johanson)–there was a lot of product placement in that!
posted by Windy on 6-19-2008 at 12:07 pm
The Z3 may have sold tons, but the Z8 was the totally hot car. No woman could resist the draw of this beast. The Z8’s inclusion in The World is not Enough was the culmination of a product pacement deal worked out with BMW that started with Goldeneye in 1995 (Z3) and continued with Tomorrow Never Dies in 1997 (750iL).
posted by Frank on 6-21-2008 at 3:37 am
What about the Minis in “The Italian Job”? That brought in a ton of revenue to the Mini company
posted by Liz on 6-23-2008 at 1:41 pm
pizza hut in the benchwarmers
hooters in the new bad news bears movie
posted by beth on 7-1-2008 at 12:09 pm
FedEx placement was paid for, just not noted in a line-item called, “Product Placement.”
While Robert Zemeckis stated that there was no fee for product placement (on the DVD commentary, too), Fred Smith, the CEO, Founder, and Chairman of FedEx was a major investor in the film, channeling money to the film’s production co.
FedEx also supplied extensive resources for the film, including airplanes, trucks, packages, uniforms, etc.
See, e.g., Barton’s article in the Sacramento Bee and Professor Ted Friedman, “Cast Away and the Contradictions of Product Placement.” Journal of Promotion Management, Vol. 10 Issue 1/2, 2004, pp. 171-184.
Gail Christensen, a FedEx Global Brand Management exec worked with the producers of Cast Away throughout the process. Here’s her defense of FedEx’s involvement and its financial backing: “As we stepped back and looked at it, we thought, ‘It’s not product placement, we’re a character in this movie.’ It’s not just a FedEx product on the screen. It transcends product placement”.
Okey-dokey. Not paid-for product placement. Right.
posted by gb on 7-17-2008 at 4:48 pm
I’m okay with product placement to a point. Who is real life would say “hand me a facial tissue” when they mean a Kleenex? In real life, we talk about brands all the time. But it can go too far.
posted by Amanda B. on 7-28-2008 at 11:03 am
What about all the Gateway computers on E.R.? Remeber the ever-present “cow-boxes” on the counter tops in the hospital?
posted by Freddy on 8-22-2008 at 9:27 pm
Good Job
posted by Johnny on 9-24-2008 at 9:24 am
The most recent product placement that’s been eating me alive is Sci-Fi’s show Eureka. I love the show, but if I hear one more reference to heat, degrees, or super-cool with the Degree deodorant logo around, I just might snap. It’s become ridiculous.
posted by Melissa on 10-31-2008 at 7:31 pm
What about Audi? They have been everywhere in blockbusters from Iron Man back to I, Robot. It seems they must spend more on product placement than actual tv ads.
posted by jmanley on 11-9-2008 at 4:27 pm
you missed some prominant product placement movie:
“What women want” for nike, the whole movie is a 2 hour long commercial, with an actual commercial being played near the end, granted it was a GOOD commercial, but still.
then there was another movie with Billy Crystal where he played a basketball referee, and his elderly father kept reading the billboards out load on the side of the road…hilarious.
posted by Dana on 11-12-2008 at 11:14 am
Krispy Kreme Donuts tried to cash before their demise a couple years ago. You started seeing them everywhere.
posted by Chris A. on 11-20-2008 at 1:14 pm
I’d be curious to know how much Taco Bell paid for its presence in Demolition Man.
posted by Johnny Cat on 4-5-2008 at 2:16 pm
Strangely, when Demolition Man was released here in Asia, they replaced Taco Bell with Pizza Hut. When the characters would talk, their mouths would move to say Taco Bell but the audio would say Pizza Hut. And they were eating pseudo-Mexican food in Pizza Hut. Yum.
posted by mrs. hyper on 11-27-2008 at 10:04 pm
I wonder the same thing about books… In Sue Grafton’s series, Kinsey goes to McDs alot. I assume it wasn’t paid in the beginning as she was an unknown author but it’s been quite a while now and I’m sure other brands have popped up over the years, as well as the continued mention of McDs.
Same thing with pretty much all books by established authors… are brand mentions freebies or what?
posted by Sarah in CA on 1-27-2009 at 12:22 pm
Seems M&M keeps passing on the placement product train as they did with ET and Seinfeld. Perhaps they think they are too big for it, don’t need it.
posted by Sarah in CA on 1-27-2009 at 12:24 pm
When ever I think of product placement in movies I think of two movies:
Wayne’s World: Because it makes fun of it.
Repo Man: Because there isn’t any, everything is generic.
posted by Patric on 2-13-2009 at 7:13 am
My new favorite Product Placement show is 30 Rock. I LOVE all the early season snapple plugs, as well as all the NBC plugs (obvi). I mean, any show that can center a Valentine’s epsiode around McFlurries and not seem too obtrusive is a winner in my book.
What about Men in Black and RayBans? Wasn’t that a revival for the brand as well?
And thanks for the Wayne’s World reference!
posted by Melissa on 5-27-2009 at 11:46 am
To Bob & Windy:
Transformers and The Island are both Michael Bay films. The vast amounts of product placement he puts into his films are the most (and unintentionally) entertaining parts about them.
Take XBox for example–there’s the huge XBox logo in the background of the virtual boxing scene. Given the plot of the film, there’s no point to it. It’s not like the people can buy one. Then, in Transformers, an XBox 360 turns into a Decepticon and attacks its owner.
posted by erak on 5-29-2009 at 2:51 pm
My first thought was Superman crashing through the Coca-Cola sign in Superman 2. Retro I know, but iconic from my childhood.
posted by Katey on 5-29-2009 at 5:10 pm
Don’t forget Popeye’s chicken in Little Nicky! (It slides down your throat hole!)
posted by Anowscara on 9-4-2009 at 3:07 pm
I don’t think Head and Shoulders could ever be shown more forcefully than it was in \Evolution\ – I mean it ends up saving the world!
And I am hideously embarrassed to have admitted to watching that film.
posted by JP on 9-22-2009 at 7:27 am
I thought “Love Happy” 1949 would be the first but not so!
PP is as least as old as that racist, species-ist classic “The Lost World” (Spielberg?)
http://en.wikipedia.org/wiki/Harrison%27s_Reports
Personally I’d be favour of product placement, IF it replaced ad breaks in TV screenings & (ab)use of justice systems to restrict copying & use of works.
“Sorry we can’t stop him blowing up the stadium. All our officers are raiding a house where someone is copying “Steamboat Willie” http://en.wikipedia.org/wiki/Mickey_Mouse_Act
“Disney used Pat Powers’ Cinephone system, created by Powers using Lee De Forest’s Phonofilm system without giving De Forest any credit. ” (from http://en.wikipedia.org/wiki/Steamboat_Willie ) – allegedly an uncredited remake of “Steamboat Bill Jr”
Look at what happened to the ‘Wayne’s World” link. If I can watch a few mins on the net, I might not buy or rent the film! It’s amazing I’m allowed to type the words ‘Wayne’s” & “World” in succession ! ;-)
What a strange world Penelope’s sphere is
posted by Galvo on 10-30-2009 at 1:26 am