Product placement since 1882
Product placement has been a term in the marketing industry for years. In 1882, the beer brand 'Bass' was clearly visible in the work 'Un bar aux Folies Bergère' by French painter Edouard Manet. Originally from England, Bass became the world's leading brewer hundreds of years later. In 1876, Bass was the very first registered English brand. Meanwhile, the brand is owned by AB-InBev and continues having a great success.
Another example are the artworks 'Moët & Chandon' of Czech painter Mucha. He collaborated with the champagne brand and designed a collection of promotional materials for them, released in different versions to highlight the different types of champagne.
Since the times of Mucha and Toulouse Lautrec, the relationship between art and brands has only expanded. The focus on beer is still there.
Digital product placement
Product Placement has strongly evolved over the last few years. Today, it is possible to change the billboards in the streets of films, but you can also change the brand of the drink the main character is drinking. Not surprisingly, it brings a lot of ethical and legal issues. For example, some people were wondering if the credibility is maintained after adaptation. Heineken appeared several times in the James Bond film 'Skyfall'. Multiples of Bond fans had to think twice when he switched his Martini for a beer…
However, digital product placement has high expectations. It allows us to target campaigns globally, because we can adapt some images targeted to a specific country.
If you want to highlight your brand, make sure your brand is protected!