Photo Link

Today could not have been a more perfect day to read through So Chi Liu’s intriguing blog post which highlights the James Bond movies as films known for their strong product placement. Earlier in the afternoon I took my younger brother the the Vancouver Auto Show where we were awed by the shining, fully-loaded assortment of vehicles to look at. Being that I know very little about cars, I was not too great at identifying the different makes, however, when approaching the sleek Aston Martin available for viewing, I immediately said, doesn’t James Bond drive one of these? And the answer to this question of course is yes! What a boss!

Referring back to So Chi’s comment about successful product placement being understandable in a “natural, reasonable, but not exaggerating way”, I feel that the James Bond lifestyle and attitude aligns seamlessly with the Aston Martin brand. James bond portrays a debonair secret agent, with a passion for beautiful cars and beautiful women. Aston Martin is a brand known for their flawless fusion between class and speed. Each brand compliments the other. However, to me what is most astonishing about the product placement in the Bond movies, is how much these companies will pay to have their products highlighted in the film. The 2002 James Bond movie “Die Another Day” was reported to have made $100 million from companies for product placement. While it is an expensive undertaking in many cases, the fact that a car illiterate person such as myself can identify the car brand simply because of a movie indicates that they’re doing something right, right?

Overall, product placement is an amazing marketing tool that many companies enjoy utilizing, check out more below:

Photo Link

Sex and the City 

So what does it mean to be Canadian? Well, according to Russell Peters, to be Canadian is to cook hamburgers on the BBQ, to me, it is being in touch with and appreciative towards the beautiful outdoors we are surrounded by. According to Joe, it is being able to sew your flag proudly on your backpack, and finally according to the newest Molson Canadian commercial, to be Canadian is to get together with friends and party outlandishly, making people think of you are a fun, outgoing, crazy cool person.

Reflecting upon the Joe Canadian commercial our class watched earlier in the semester, I was excited to come across the latest version of Molson’s “what it means to be a Canadian campaign” commercial. As a Canadian, this commercial leaves you with a sense of pride, a sense of home, and feelings of being admired. The laidback lives the actors are portrayed to have, lead you to associate a sense of being down-to-earth and simplicity with the Molson brand. These effects strengthen Molson’s brand image and increase brand loyalty from consumers, primarily their Canadian customer base. A brand that can give you a sense of identity, and bring forth emotions from the commercial alone, is truly powerful. Being a consumer who typically prefers a brand such as Kokanee, the fact that I feel the urge to drink Molson simply because I resonate with the brand’s associated lifestyle makes me realize just how strong Molson’s brand image is.

Check out The Canadians!

Photo Link