Product placement is more than just showcasing a brand—it’s a storytelling tool. Strategic placements have the unique power to shape how characters are perceived, adding layers of meaning to pivotal moments in TV shows and films. When executed effectively, product placement transcends a logo or a product shot, becoming a vital part of the narrative.
The Power of Symbolism in Product Placement
Consider Tom Hanks in his Academy Award-winning role in Forrest Gump. One of the film’s most iconic scenes features Forrest lacing up a pair of Nike Classic Cortez—the brand’s first track shoe. As he embarks on his cross-country run, the shoes become a symbol of his perseverance and resilience. They’re not just footwear—they’re woven into the character’s journey, representing his ability to overcome obstacles.
Similarly, Big Little Lies on HBO used product placement to define its characters. Buick’s season-long presence wasn’t merely about showcasing a luxury car. When Reese Witherspoon’s character, Madeline, drives a sleek Buick, it instantly cements her status as the “It Girl” among Monterey’s affluent suburban moms. Her choice of car adds depth to her character, doubling as a status symbol that amplifies her personality.
How Product Placement Enhances Character Development
In FX’s Atlanta, product placement delivers subtle yet powerful character insights. When Earn, the lead character, chooses a Hennessy and Grand Marnier after learning the drinks are complimentary, it marks a turning point in his journey. The shift isn’t just about indulging in a luxury—it speaks volumes about his growing confidence and emerging success, as he steps into a world where status and wealth are within his grasp.
On the other hand, Netflix’s Stranger Things turns Eggo Waffles into an iconic storytelling element. Eleven’s obsession with the frozen waffles transcends snack preference; it offers a glimpse into her innocence and yearning for normalcy. Her attachment resonates with audiences, demonstrating how even everyday products can create emotional connections between characters and viewers.
Aligning Brand Personality with Character Identity
Brands that align with character stories can create a lasting impact. Take Chime, the financial app, which appeared in Grown-ish on ABC. In a clever placement, a main character flashes a Chime card after receiving financial aid. This moment reflects the real struggles of college students while also shaping the character as resourceful yet financially stressed. The placement reinforces Chime’s brand identity as a relatable tool for young people rebuilding their credit and managing finances.
Elevate Your Brand Through Character-Driven Product Placement
When thoughtfully integrated, product placement doesn’t just showcase a product—it enriches a character’s story, making them more relatable and memorable. By weaving your brand into the narrative, you can forge deeper connections with audiences and enhance the emotional resonance of your message.
Ready to create unforgettable moments with your brand in TV and film? Contact BENlabs today to discover how we can help you leverage product placement to meet your brand marketing goals.