Why We Love Blatant Product Placement

You know what I’m talking about when I say blatant product placement right?  That’s when you’re watching TV or a movie and you find yourself being bombarded with corporate logos.  It’s the strategically placed Coca Cola can or the close up on an American Express Card (I think that was a Bond movie that did that).  Sometimes we won’t realize what’s happening as the placement is subtle.  That is NOT what I’m talking about. . . I’m referring to the blatant, obvious and borderline ridiculously in your face placement of product.  Remember the movie Castaway with Tom Hanks? Other than Wilson the volleyball of course (yes, THAT’S blatant product placement too), we were bombarded with FedEx.  Obvious.  The Sopranos was filled with blatant product placement.  Well, maybe they thought they were being subtle, but by that point in my life, it seemed I had a trained eye to notice that sort of stuff.  Let’s reach back a little further. . back to where it all started, or at least the first instance in the movies that I can think of. . .

Yes, I’m talking about E.T. The Extra-Terrestrial.  You all remember his love of a certain candy don’t you?

“I love Reese’s Pieces. . . but I still want to phone home”

So why are we talking about product placement?  Well, simple. . . products are all about branding, and branding is our business.  Yes, we are the people you call when you need something printed – wine labels, business cards, custom note books, water bottles, etc. etc. etc., but have you ever stopped to think about what printing is and why businesses print “stuff”?  To put their logo, name or likeness on something to help build their BRAND!  There is a misconception, however, that simply slapping a logo on something is branding. . . Yes, you read that correctly – misconception.

Branding. . . as explained by the American Marketing Association is the feel of your business card, the way the company’s phone is answered, the tone of a letter, the package that’s almost impossible to open, the receptionist at the corporate office who continues to chat with a fellow worker when a customer arrives, the instructions that are too hard to follow, the lane-hogging driver of a corporation’s truck.  The BRAND is every touch point, every thought, and every experience the customer has.”

Keep that in mind when you see a recognizable logo (Starbucks, Coca Cola, FedEx).  What is your experience with all these companies?  For me?  Starbucks – I remember the barista that gave me free coffee because I had to wait five minutes for them to brew some more.  When I think of Coca Cola, and this may date me, I think of “Coke Is It!” and the catchy little tune that goes with it.  FedEx – well, I can’t think of any bad experiences with them. . . but nothing to really endear me to them either.  I suppose I’m a UPS girl, but that doesn’t really matter.  You get the idea.  It’s all in the experiences and memories that are conjured up when you see a logo. . that’s the brand.

wow – 1984 - I’m starting to feel old

So, back to why we love the blatant product placement.  It’s simple.  It’s so completely and brazenly obvious that it makes us laugh when we see it. . .and we’re all about being entertained.  Now that you’ve read this, you’ll be looking for it in every TV show and movie you watch.  Even if you don’t realize it, you’ll be looking.  And I bet you laugh a little when you notice it. 

We’d love to hear back from you one your favorite (or not so favorite) product placement examples. . . let’s hear them!