From Then Till Now: Big Brands' Enduring Love Affair With Product Placement

With the help of technology, product placement is able to prove to its worth to brands

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Despite being over 100 years since the first documented example of product placement ran—a soap endorsement within the Lumiere brothers’ 1896 film Washing Day in Switzerland—the advertising technique remains popular.

If the reaction to a 20-year-old Cerveza Cristal integration appearing within the original Star Wars trilogy when aired in Chile is anything to go by—it can still prove a highly effective weapon in a big brand’s arsenal to capture public attention.

Despite originally running two decades ago, reportedly without the permission of Lucasfilm to add their beer brand and its accompanying jingle into key scenes within the movie, the clips quickly went viral across social media in early March.

According to data provided by Brandwatch, the beer brand owned by Heineken experienced a significant rise in mentions.



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