It's interesting how much more you notice product placement on TV the more and more marketing classes you are enrolled in. One that I have noticed in particular is Budweiser and its ubiquitous presence on many sitcom shows, for example That 70s Show and the newly acclaimed Mike & Molly. It's also interesting how much more I questions WHY these products are placed in these types of shows.
Here is my assessment: These shows are great fits fits with the brand and helps to showcase the target profile of the brand user. These shows feature the traditional American families and values, living the traditional “American dream”, growing up in suburbia, having average jobs and enjoying the relaxed American lifestyle. The Budweiser brand itself is centred on these strong American, patriotic, historical and nostalgic values. Particularly by featuring the brand in that 70s show, it brings back feelings of nostalgia to when the days were much easier and care free. It’s known as the “Great American Beer” as marketed in the United states. Another interesting observation to note that it is positioned as the “King of Beers” in the Canadian market, which is a British monarch and looks more fondly on the concept of kings and queens. Also, these shows are based off of humour and expresses the idea that when you drink a Budweiser, it’s fun and carefree and showcases that if you live this traditional American family lifestyle, then Budweiser is the beer for you.
Just an interesting video on product placement, focusing mainly on Budweiser:
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