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How To Launch A Brand Through Product Placement: Kingsman & Old Forester

Posted by Alexis Tawater-Tiedemann on August 30, 2017 at 10:46 AM

How Old Forester Is Working With The Film To Sell Their New Bourbon

When the original Kingsman: The Secret Service premiered in 2014, it became a huge surprise hit and an instant cult favorite. And its sequel is set to be even bigger, adding tons of massive names like Jeff Bridges, Julianne Moore and even Elton John to their cast. 

While there was plenty of product placement in the first film, and most assuredly will be in the sequel, one brand integration has caught our eye as particularly interesting. In this blog, Hollywood Branded looks at Old Forester's use of Kingsman and how to launch a brand through product placement. 


Kingsman & Old Forester Create Brilliant Product Placement Strategy.png


Old Forester's Exlusive Kingsman Bourbon: "Statesman"

One unique and great way for brands to work with a film is to create a product or a line of products specifically for the film. Star Wars did this with CoverGirl makeup, creating a "Dark Side" and "Light Side" color along with other brand partnerships. (Check out our blog on the many brand partnerships of Star Wars!)

Old Forester, a distillery out of Kentucky that makes award-winning bourbon, has teamed up with the film to release a "Statesman" themed bourbon. Going along with the elegance, machismo and stoicism of the Kingsmen, the bourbon is classic and (thankfully) not flavored. It's a bourbon any connoisseur will want to try.

old forester statesman bourbon for kingsmen.png


Why Does This Work So Well For The Brand?

A product placement strategy like this one allows the brand's marketing to be intertwined with the film's, amplifying both exponentially through each other's marketing.

Plus, of course, there's the amazing onscreen placement this bourbon will get. Reportedly, it will be a huge part of the scene and pictures of the bottle with the film's stars Mark Strong and Taron Egerton have already been released.

statesman bourbon kingsmen.jpg

Because the bourbon was made particularly for the film, it also lends an organic nature to the placement that may not be present with other brands. Their stories are part of each other and that makes a difference to viewers.

Film productions also love integrations like this because they flow with the film, help them out with props and authenticity, as well as help market their movie.


How Can Your Brand Improve Your Product Placement Strategy?

Are you interested in integrating product placement into your entertainment marketing mix, but simply don’t know where to start? There is so much more to product placement than you may think,  and it is important to be educated about the key tactics to best fit your brand. Download our Product Placement 101 Infographic today to start learning more!

Product Placement & Co-Promotions 101 Guide

Topics: Branded Content & Integration, Celebrity Initiative, Strategic Partnerships

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