Product Placement Defined
Product placement is the process of integrating a brand or product into film, television, or digital content. Unlike traditional advertising, product placement appears as part of the narrative — a character uses your product, a brand logo appears on set, or the product becomes central to a scene.
The key: it feels natural. It’s not an interruption. It’s part of the story.
The Product Placement Process
Three Types of Placement
Visual Placement
The product appears on screen without being mentioned. A character uses your product, your logo is visible in the background, or the product is part of the set design.
Example: A character drinks from a branded bottle. A car drives through a scene with a visible logo. A character wears your brand.
Verbal Placement
A character mentions your product or brand by name — creating explicit, memorable brand awareness.
Example: "Pass me the [Brand] soda." "I love my [Brand] watch." "Let's get an [Brand] coffee."
Signage
Your brand logo appears in the background or as environmental design — woven naturally into the world of the story.
Example: A storefront sign, a billboard, a branded set piece.
Case Studies
The Pink Pen Phenomenon
Pilot Pen partnered with Paramount Pictures and Mean Girls (2024) to launch limited-edition pink pens tied to the film's iconic aesthetic. The product sold out on Amazon Day 1, ranked #1 in its category, and expanded into Staples retail tie-ins — proof that entertainment partnerships can convert directly into retail sales lift.
Repositioning a Legacy Brand
After 27 years of decline, Canadian Club whisky partnered with Mad Men to reposition the brand as the drink of choice for Don Draper — the show's aspirational protagonist. The character became synonymous with the brand, driving its first sales spike in nearly three decades and making it cool again to a younger demographic.
Turning an Industrial Product Into a Cultural Fixture
FLIR Systems makes thermal imaging cameras — not a consumer staple. Over eight years of consistent production seeding across 710+ productions (HBO, Netflix, Amazon Prime, and more), the brand went from zero cultural awareness to an essential storytelling tool, including a viral Post Malone stunt that generated 71M Twitter reach.
The Benchmark: $600M+ Publicity Value
Expensify partnered with Warner Bros., Apple, and Brad Pitt for F1: The Movie — placement secured within 48 hours of opportunity identification, integrated across cars, garages, uniforms, and live Grand Prix events. The partnership triggered 17.7M stock trades and a $35M market cap gain in a single day before the film even opened.
72.8M impressions from a single placement (Pilot Pen × Mean Girls)
57% BOUGHT A PRODUCT BASED ON SOMETHING SEEN ON-SCREEN
85% OF PEOPLE BELIEVE ENTERTAINMENT MARKETING WORKS
85% OF PEOPLE NOTICE PRODUCT PLACEMENT IN TELEVISION
57% BOUGHT A PRODUCT BASED ON SOMETHING SEEN ON-SCREEN
85% OF PEOPLE BELIEVE ENTERTAINMENT MARKETING WORKS
OUR PRICING
Our 12-month program provides UNLIMITED product placement exposures on screen through our agency’s relationships with key decision-makers. For productions, these partnerships save time, money and lend reality to the productions. For brands, Hollywood movie magic happens! Our retainer programs offer three levels of support and all packages include the following services (12 months minimum required):
- Strategy & program planning
- Customized brand overview
- On premise warehousing
- Opportunity overview
- On set coordination
- Hand delivery or shipment
- Product return from set
- Team conference calls
- Strategy & program planning
- Customized brand overview
- On premise warehousing
- Opportunity overview
- On set coordination
- Hand delivery or shipment
- Product return from set
- Team conference calls
Customized pricing provided based on brand category.
BENEFITS OF PRODUCT PLACEMENT
There are 3 main types of placements: Visual, Verbal and Signage. Product Placement is not guaranteed as fees are not paid to production, and we suggest targeting series in a higher volume to obtain strong results. We CAN, however, guarantee that if your product does receive placement, your brand will be opened up to a whole new level of publicity. Here are a few benefits…
Product placement can get a new product on the map
Placement Puts Your Brand In Front Of Your Audience.
Integration And Placement Bring Instant Authority.
There’s No Faster Way To Fame Than Through The Big Screen.
SEE OPPORTUNITIES
MAKE YOUR BRAND A PART OF THE SCENE
