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Product placement is a means marketers are increasingly using to reach consumers as new technology and an expanding range of media options makes the conventional television ad a less feasible way to promote brands.  This report includes discussion of both beverage alcohol and liquid refreshment beverages and their placement in films, television shows and other media.

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TABLE OF CONTENTS i

INTRODUCTION ii

PRODUCT PLACEMENT AND THE BEVERAGE INDUSTRY

Product Placement pg..........1

• Overview pg..........1
• Types of Product Placement pg..........2
• The Extent of Product Placement pg..........2
• Opportunities pg..........4
• Challenges pg..........7

Placement of Beverage Brands pg..........9

• Overview pg..........9
• Case Study: The 007 Series pg..........11
• Brand Integration and the Leading Brewers pg..........15
  • Coors Brewing pg..........16
  • Anheuser-Busch pg..........19
  • Miller Brewing pg..........20
• Brand Integration and the Leading Soft Drink Companies pg..........21
  • Pepsi-Cola pg..........22
  • Coca-Cola pg..........23
  • Dr Pepper/Seven Up pg..........24

Prospects for Placement of Beverage Brands pg..........24

 

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