How Much Product Should Be In Product Placement?

I’ve recently been on a documentary binge. Any documentary I can find on Netflix, OnDemand, or on TV, I’m bound to watch it. Supersize Me has always been a favorite and Morgan Spurlock has always been an inspiration of mine. Although I have no aspirations of being a documentary producer, I think the messages he conveys through his work are all extremely important. His newest documentary is “POM Wonderful Presents: The Greatest Movie Ever Sold”- (If you haven’t seen it yet, I highly recommend it). He explores the world of product placement and documents his journey to get sponsors for his upcoming film.

Target product placement in 'Josie and the Pussycats'

Product placement has been around for as long as I remember, yet, some of the placement is so blatantly obvious it ruins the clip that it’s in. Sadly, growing up I was obsessed with Josie and the Pussycats. (Don’t ask me why, it’s embarrassing). Looking back on the movie, I can’t remember a scene that DIDN’T have product placement! If you’re going to do product placement, do it right. Since Target was a big product in Josie and the Pussycats, I feel it ruins the credibility of the brand because it was placed in such a horrible movie. Same goes for Microsoft Kin phones in the newest TV drama, Pretty Little Liars. The girls literally say how much they love their new phones, explains what they’re going to use it for and ultimately ruin the whole scene. Instead of wanting to go out and buy the phone, I want to boycott it because it’s ruining my drama!!

Microsoft Kin product placement in Pretty Little Liars

So here is my tip: Keep it subtle. Product placement can be effective if it is used appropriately. Take Coke for example: A sponsor of American Idol, every cup the judges drink out of has the world-known Coke label. Still, the judges aren’t jumping up and down yelling how much they love Coke. You don’t want to be obvious when using product placement because, although you may be building awareness of the brand, it may create negative feedback.


About A Brunette on Branding

I am Amanda Burke: University of Wisconsin - Madison student, Life Sciences Communications major and novice blogger. Aside from my academic life, I am an Alpha Phi sister, undercover geek, Bulls fanatic, junk food lover and nail polish addict. A Brunette on Branding is a blog about brands. I deconstruct current marketing strategies, express my opinions on certain brands, and talk about what I think it takes to be successful in a world full of brand-hungry consumers. I’ll admit, I’m not an expert. But, I’ve found I have a knack for recognizing good branding techniques and want to express my own opinions on why I believe they work. It is my hope that through this blog I will: 1) educate other bloggers on branding 2) show branding experts my skills and 3) open the eyes of readers to the vast and complex world that is branding. Thank you in advance for visiting A Brunette on Branding. I hope I have given you a small insight on branding. I am open to any suggestions about my content, writing, layout, etc., as I am just starting out in this crazy world of blogging. Thanks!
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