If you haven’t guessed already, the title of this blog post is a famous uttering of the one and only James Bond. In recent news, the new Bond movie Skyfall has reportedly switched the iconic Vodka Martini for a Heineken beer. Say what?
Product placement is often used in movies as a source of funding, and the new Bond movie is no exception. A marketing tactic, companies like Heineken often reach out to producers and directors to include a shot of their product. In this case, by having James Bond sip on a beer, Heineken hopes to advertise their product to moviegoers and perhaps target the particular audience that would go to see such a movie. Is product placement effective? According to various studies, it is. By using embedded marketing strategies, companies are almost guaranteed that their product will get noticed. One’s consequent buying decisions are therefore affected.
Is product placement ethical, however? Although product placement is definitely a good way for companies to market, most consumers seem to think otherwise. “Implicit” product placement, it seems, is unethical because it is “subliminal” and reaches out actively to almost brainwash consumers. My thoughts? I believe that ethical or not, advertising is generally of the same note. It was a smart move on Heineken’s part, though.
“James Bond just sold out: Daniel Craig swaps Vodka Martini for a bottle of Heineken to star in controversial new 007 beer ad” – Rob Cooper
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