From Silver Screen to Social Feeds, How Product Placement Evolves

Teri Ward | November 8, 2024 at 3:54 PM

”Listen to audio version”

9:28

Product Placement: From Theaters to TikTok

Product placement has long been a cornerstone for brands aiming to subtly showcase their products in front of audiences without the direct feel of advertising. From iconic placements in film to the evolving integrations in streaming services, the nature of product placement has shifted dramatically over the decades. With the explosive popularity of digital platforms like TikTok, Instagram, and YouTube, product placement has transformed into a more authentic, integrated element of content, reflecting the growing power of social media in shaping brand narratives.

As audiences evolve and their preferences shift toward content that feels less intrusive, brands have had to adapt, blending seamlessly into the storytelling to keep viewers engaged and receptive. In this article, Hollywood Branded reviews the evolution of product placement, tracing its roots from early cinema to the dynamic, digital age of social media.

A Brief Look Back at Film Product Placement

The concept of product placement is by no means new. In fact, one of the earliest instances dates back to 1896 with the Lever Brothers’ soap in the film Défilé du 8e bataillon. But it wasn’t until the 1980s, with movies like E.T. the Extra-Terrestrial, that product placement began to have a lasting, measurable impact on consumer behavior. Reese's Pieces famously saw a 65% surge in sales after its appearance in the film, highlighting the significant potential of on-screen product integrations. Hershey’s decision to place Reese’s Pieces in E.T. created an unforgettable moment in marketing history, reinforcing the idea that product placement wasn’t just about visibility, but about weaving products into the narrative in a way that felt organic and meaningful.

Evolution of Product Placement Photo Credit: Amblin Entertainment

Another standout example is Jurassic World (2015), where Mercedes-Benz vehicles played a key role. Throughout the film, characters are seen driving various Mercedes models, including the G-Class SUV, which fits perfectly into the rugged, action-packed setting of a dinosaur-filled theme park. The collaboration was a win-win, with Mercedes receiving prime exposure in one of the highest-grossing films of all time, while the placement itself felt natural, given the adventurous, high-stakes environment the vehicles were placed in.

In Rampage (2018), FLIR thermal cameras were prominently featured, showcasing their advanced imaging technology in key scenes where characters are tracking the movements of mutated creatures. The placement effectively highlights the brand's high-tech capabilities within a suspenseful, action-packed context, positioning FLIR as a cutting-edge tool for professionals dealing with dangerous and unpredictable situations.

Effective Product Placement on Television

In the world of linear and cable television, product placement continues to thrive as a valuable strategy for brands to gain visibility in highly watched content. By integrating products into a show’s storyline or visual environment, advertisers bypass traditional commercials and connect with audiences in a more natural, engaging way. While linear TV allows for a more controlled viewing experience, the popularity of cable content provides a wealth of opportunities for brands to reach specific demographics. This has kept product placement in cable television highly effective, even as viewers migrate to digital platforms.

Evolution of Product Placement Photo Credit Chuck Lorre Productions/CBS

Three prime examples of successful product placement in television are Modern Family and The Big Bang Theory. On Modern Family, Apple secured a significant brand placement by featuring the iPad as a sought-after birthday gift in one episode, leading to a surge in product awareness just before the product’s release. In The Big Bang Theory, DC Comics has effectively showcased its comic books and superhero merchandise, seamlessly fitting into the nerdy interests of the show’s main characters.

In the cable series Mad Men, Canadian Club Whiskey was prominently featured as the drink of choice for Don Draper, the show's iconic lead character. This product placement fit seamlessly within the 1960s setting and played a key role in reinforcing Draper’s persona of sophistication and indulgence. The integration helped revitalize the brand, contributing to a resurgence in sales and positioning Canadian Club as a whiskey with historical authenticity and cultural relevance. These cases demonstrate how authentic integrations can bolster brand visibility and consumer interest without feeling forced or overly promotional.

Evolution of Product Placement Photo Credit: AMC Network

The Streaming Era: A New Chapter in Product Placement

As streaming services like Netflix, Hulu, and Amazon Prime became the dominant form of entertainment consumption, traditional ads took a backseat. Viewers, no longer bound by scheduled programming, gained the ability to skip commercials entirely. According to Nielsen, more than 90% of TV viewers regularly skip commercials (Netflix Junkie), prompting brands to rethink their strategies.

In this ad-free environment, product placement became an even more valuable tool for brands. Rather than disrupting the viewer’s experience, products are integrated directly into the content, making them unavoidable yet subtle. As streaming services like Netflix, Hulu, and Amazon Prime Video have redefined how we consume media, traditional ads have increasingly been sidelined.

With over 90% of viewers regularly skipping commercials, brands have had to innovate. Product placement offers an elegant solution, embedding products within the content itself, as seen with Eggo Waffles in Stranger Things. The success of this campaign—where Eggo waffles became a pivotal part of the storyline—demonstrates how strategic placements can boost sales and reinvigorate brands. The hit Netflix series Stranger Things didn’t just create pop culture buzz—it also catapulted Eggo waffles back into the public eye, driving an organic resurgence in demand. Interestingly, this placement wasn’t even paid, underscoring the power of an authentic product connection.

Evvolution of Product Placement Photo Credit Netflix

Another strong example of product placement on a streaming service is Lacoste’s prominent feature in Emily in Paris on Netflix. Throughout the series, Emily (played by Lily Collins) is seen wearing Lacoste clothing, including the brand's iconic polo shirts and chic outerwear. The integration of Lacoste into the stylish and fashionable world of Paris not only aligns with the brand's heritage but also appeals to the fashion-conscious audience that the show targets. This placement helped Lacoste tap into a younger, global audience through Netflix's massive reach, reinforcing the brand’s association with elegance and Parisian style while generating significant social media buzz among viewers

Enter Social Media: The Rise of Influencers

With platforms like Instagram, TikTok, and YouTube taking center stage, product placement has expanded beyond film and TV. Influencers have become central to this strategy, integrating products into their everyday content in ways that feel less like an ad and more like a trusted recommendation. Influencers bring authenticity and relatability, making product placement more accessible to brands of all sizes.

TikTok has revolutionized product placement by creating opportunities for spontaneous, authentic content. From makeup tutorials to viral snack reviews, brands can reach millions in just hours. A notable example is Ocean Spray’s unexpected success after TikTok user Nathan Apodaca posted his now-famous skateboarding video featuring the brand’s cran-raspberry juice, leading to a massive sales boost. Apodaca’s viral TikTok, featuring Ocean Spray, epitomizes how authentic, user-generated content can drive massive brand exposure. What started as an organic moment turned into a viral sensation, proving that product placement no longer needs to be orchestrated to be effective. The moment was so memorable, that Ocean Spray provided a new truck, with a bed full of Ocean Spray juice, to Apodaca!

Evolution of Product Placement Photo Credit Nathan Apodaca, a.k.a.Dogg Face/Instagram

Challenges and the Future of Product Placement

While product placement offers unique opportunities, brands must be mindful of maintaining authenticity. Consumers today, especially Gen Z, are quick to spot inauthentic marketing, and brands that come off as overly commercial can face backlash. Looking ahead, innovations like virtual product placement (VPP) and augmented reality (AR) are set to reshape the landscape further, allowing for more personalized and immersive brand experiences.

Eager To Learn More?

Product placement is the cornerstone of our successful pop culture agency's world and we know a lot about it. Take a look at some additional insights from the Hollywood Branded team to learn more!

Want to stay in the know with all things pop culture? Look no further than our Hot in Hollywood newsletter! Each week, we compile a list of the most talked-about moments in the entertainment industry, all for you to enjoy!