Placing Soda in Movies
Have you ever watched a movie and noticed a movie character drinking your favorite soda pop or wearing your favorite clothing brand? Marketers for brand name products and services are intentionally doing this to get recognition for their products. Product placement makes prominent appearances in films, television programs and other entertainment productions. Movies are popular forms of advertising and marketing for products because there is a built-in target audience. Product marketers can choose exactly which type of crowd will be seeing their product used or appearing in a movie.
One of the first films to feature product placement was the 1927 silent film Wings, where a Hershey’s chocolate bar is eaten by one of the characters (Wings also won the first ever Academy Award for Best Picture). Product placement can be a very profitable investment for the product promoter. The appearance of Reese’s Pieces in E.T. increased Hershey’s profits by 65% following the release of the film in 1982. Toy Story’s inclusion of an Etch-A-Sketch boosted sales by an amazing 4,500%. Mr. Potato Head sales saw an 800% increase. 2013’s Man of Steel was branded as the movie with the most promotional partners ever. It’s been reported the producers signed more than 100 contracts with global marketing partners worth more than $160 million. Among them: Nokia, Sears, Lidl, Gillette, Hershey’s, Walmart and more.
Product placement also adds a bit of realism to a film, the old generic labels used in films of yesterday are now being replaced with authentic labels. Just imagine if Tom Hanks was talking to a generic brand volleyball instead of the Wilson brand used in the 2000 movie Castaway. It wouldn’t have the same heartfelt feeling unless he was yelling “Wilson!” as his friend floated away in the ocean. You can even purchase your own Wilson Castaway volleyball on the Wilson brand website.
To learn more about product placement, pop in to the Dr Pepper Museum for our latest exhibition, Soda Pop at the Movies and explore product placement and product promotion between soda pop and feature films.
Different types of soda pop have been featured on-screen in a variety of movies, from the first notable on-screen appearance of Coca-Cola in King Kong (1933), to Pepsi in One, Two, Three (1961), and Dr Pepper in Muscle Beach Party (1964). This family-friendly exhibit spans multiple movie genres, decades, and sodas, guaranteeing something for everyone.
Work up an appetite working the concession stand while learning about the Fountain Services Division of soft drink companies. Stand next to your favorite superheroes and their soft drinks of choice. Discover Dr Pepper Museum items loaned to big-budget films including Indiana Jones and the Kingdom of the Crystal Skull (2008), Captain America: The First Avenger (2011), Thor (2011), and Dreamworks Studio’s 2005 film, The Prizewinner of Defiance, Ohio. Soft drink movie memorabilia including cans, bottles, posters, and more will be on display. Don’t miss the blockbuster exhibit of the summer!
The Dr Pepper Museum is located at 300 S. 5th Street in downtown Waco. The Museum is open Monday through Saturday from 10:00 AM until 5:00 PM and Sunday from Noon until 5:00 PM, last ticket sold at 4:15. For more information, visit us on the web at drpeppermuseum.com. To purchase your own Dr Pepper memorabilia, visit the Museum’s online gift shop.