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February 07, 2005
How to save $2.4 million
... And still get your product into a Super Bowl commercial?
Be like beverage maker Izze and
give your product away to lots of commercial production and film
production companies.
That's what the smart marketers at Izze did, and it got their product placed in the Heineken ad starring Brad Pitt. In the ad, you clearly see bottles of Izze to the left of an empty six-pack of Heineken. (Perhaps Brad should have reached for an Izze instead.)
Total cost: about $2.39 million less than a Super Bowl ad.
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Oh so true. Product placement in movies has become such a large industry that it has made the impact dishonest and a bit of a game.
Nice to see someone get some benefit by just working harder to get their product out there.... Placement in a Super Bowl ad must be the benefit of some good karma.
