Most of us associate Hollywood with movie stars, luxury, and success. But this Los Angeles neighbourhood is more than just a dream factory spinning tales of fortune. The American film industry sets cultural trends, shapes global perspectives, and puts the products of various brands in the spotlight.
Films have the power to give brands a unique identity, boost sales, and leave a lasting impact on public perception. This often happens through strategic product placement, where products are seamlessly integrated into the storyline. But sometimes, it happens entirely by accident—when a product becomes part of an unexpectedly iconic scene.
Hollywood and brands: emotions drive higher sales
The impact of such product placement should not be underestimated. People experience strong emotions when watching films. They admire the characters, root for them, and absorb the atmosphere in which the story unfolds. If a particular product appears during an especially intense scene, it automatically becomes associated with those emotions. The result? A surge in demand for the product.
From sunglasses to sweets to cars: many well-known brands owe their success, at least in part, to the magic of Hollywood. And it’s no coincidence. Companies invest millions in strategic product placement because they know that the reach of a film that captures mass attention is unmatched. But even unplanned scenes can turn into unexpected marketing triumphs.
Below, we present five remarkable examples where Hollywood not only brought brands into the spotlight but also significantly boosted their market value and sales. These stories clearly demonstrate how powerfully films can influence consumer behaviour—and why companies are constantly seeking new opportunities for their products in the “dream factory.”
1. Reese’s Pieces in E.T. the Extra-Terrestrial (1982)
Scene: In Steven Spielberg’s timeless classic, young Elliott uses Reese’s Pieces to lure the alien out of hiding. The use of this candy is an integral part of the plot and an emotional anchor in one of the most iconic scenes in film history. Interestingly, the original plan was to use M&Ms, but Mars Inc. declined the product placement opportunity.
Impact: Hershey, the maker of Reese’s Pieces, maximised the benefits of the product placement. In the first two weeks after the film’s release, sales rose by 65%, and brand awareness skyrocketed. It is estimated that Hershey gained advertising value worth $20 million from the placement—on an investment of just one million dollars.
2. Ray-Ban Aviator in Top Gun (1986)
Scene: Tom Cruise as Maverick wears the iconic Ray-Ban Aviator sunglasses in almost every scene of the film. This look symbolises not only a spirit of adventure and personal style but has also become synonymous with the atmosphere of Top Gun.
Impact: Before the release of Top Gun, the Ray-Ban Aviator sunglasses were considered a classic model but were gradually losing popularity. The film sparked a genuine surge in demand: sales increased by 40 per cent, and the Aviator became an essential part of the fashion world. With just one advertisement, Ray-Ban managed to bring its brand back into the global mainstream. This is a prime example of successful marketing through Hollywood.
3. Wilson in Cast Away (2000)
Scene: In Robert Zemeckis’s survival drama, Tom Hanks is stranded alone on a deserted island. His only “companion” is a Wilson brand volleyball. The castaway draws a face on it and makes it his confidant. “Wilson” thus becomes a distinct character that provides Hanks with comfort and evokes strong emotions.
Impact: Although Wilson Sporting Goods did not initiate the placement of the ball, the brand gained worldwide fame thanks to the film. The volleyball with the painted face became so iconic that Wilson launched its own product line, “Wilson Volleyball,” featuring this design.
4. BMW Z3 in Golden Eye (1995)
Scene: James Bond is famous for his taste in cars. In the film Golden Eye, Pierce Brosnan as Agent 007 drives the BMW Z3 Roadster for the first time. The Z3, equipped with typical Bond gadgets like an ejector seat and rockets, appears in several key scenes of the film.
Impact: The Z3 model was not yet on the market when Golden Eye was released in theatres, but the partnership with the James Bond film series paid off: after the film’s premiere, sales figures for the Z3 model surged dramatically. The movie helped BMW establish this model on the international stage as a stylish and luxury product.
5. Peloton in And Just Like That… (2021)
Scene: The reboot of the series Sex and the City begins with a shocking moment: Mr. Big dies of a heart attack after a workout on a Peloton home bike. The scene attracted huge attention because, on one hand, it marked the farewell to a central character of the series, but on the other hand, it portrayed a prominent brand in a negative light.
Impact: Peloton’s stock dropped 11 per cent the day after the episode aired, as viewers associated the gym equipment with Mr. Big’s death. Peloton responded quickly: in a statement, they emphasised that the fictional character died due to an unhealthy lifestyle and heart disease. Additionally, within 48 hours, Peloton released a humorous commercial featuring Chris Noth (Mr. Big), in which the real Chris Noth is seen riding a Peloton bike. Despite the initial crisis, the scene increased global awareness of Peloton and contributed to the discussion about the sports device and its health benefits.
Source: absatzwirtschaft.de