Product placement is an advertising strategy that involves subtly integrating a brand into cultural or entertainment content. This generally involves financial or material support from a manufacturer or distributor to ensure their brand is featured on screen. This collaboration can occur in films, television series, plays, novels, songs, or video games. Sometimes, the brand’s presence is included free of charge, at the discretion of the director, set designer, writer, etc.

Product placement helps to give a realistic dimension to film productions by associating the brand with the fictional world, which can positively influence the viewer’s perception of the product. According to Joël Brée, this form of communication generally requires a medium- to long-term commitment to be effective, thus extending beyond the impact of a single film. By bypassing traditional advertising channels, product placement offers potentially greater reach.

The advantages of product placement, according to Denise DeLorme and Leonard Reid, include reduced production costs, a captive audience, a stronger impact than conventional advertising, a natural brand presentation, increased film credibility, a return on investment for communication, and an advertising alternative for products like alcohol and tobacco. Unlike product placement, product placement is generally more sustainable due to the stability of the brand and its image, thus offering continuous exposure to the target audience.

To maximize brand impact and memorability, it is recommended to prioritize mentioning the brand rather than simply displaying it in the background. Early integration of the brand into the content creation process ensures greater consistency and a more memorable effect. Examples such as the partnership between Fay Weldon and the jewelry brand Bulgary for the novel “The Bulgary Connection” illustrate this practice. The term “