Branding and product placement in movies, particularly in cinema, are still a relevant marketing tool to subtle advertise their products. For luxury brands it can be a damage of the public image if the brand is positioned or associated with undesired situations or persons. Back in the days, the product placement in movies was one of the greatest tools to reach a large audience.
If sex symbol or gentleman with a badboy image. The Hollywood legends like Humphrey Bogart, Audrey Hepburn, Marlene Dietrich or Brigitte Bardot have all one thing in common. Yes, they have still been global stars and role models. Yes, people fell in love with them. And yes, they all wore the iconic Burberry trench coat in their movies. Coincidence? No, the product placement was well elaborated by Burberry and elevated the brands´ reputation in the air. Still, people remember Humphrey Bogart in Casablanca (1942), wearing the Burberry trench coat with the cigarette in his right hand or Audrey Hepburn kissing George Peppard in "Breakfast at Tiffany's" (1961).
All the actors I have mentioned above are in my opinion the perfect models for representing a luxury brand, or here in fact Burberry. The desire in people is provoked to experience it in the same way of the
actor and lets the consumer step in the shoes of the movie character. An imaginary, luxurious world is created and everyone wants enter it. The huge advantage of choosing this kind of strategy is that brands are normally featured in a completely natural, authentic context, which makes people far less likely to perceive these advertising efforts as marketing. However, an "Overloading" of products can lead to negative effects, since the movie doesn't look natural anymore, but more like an advertising spot.
But not only Burberry did a great job in the past choosing the right movies and right actors for wearing the trench coat. In Alfred Hitchcock´s "Stage Fright" (1950) Marlene Dietrich worn a dress made by Dior or Delphine Seyrig in "Last year at Marienbad" (1961) a dress, which Gabrielle Chanel made extra for this movie.
Since for luxury brands targeting the right customer is really important the right movie and right product determine the success. Burberry had chosen characters for the movies, who were sort of mysterious and in the same time a human expression for elegance and style. Connotations that were desired by Burberry and ultimately lead to even more popularity of the trench coat and simultaneously the brand either.
I hope you enjoyed the article and enjoyed the nostalgic atmosphere created by the footage of Hollywood classics. I see you soon.
Cheers!
Niklas
Sources:
-https://stopad.io/blog/product-placement-marketing
-https://en.vogue.fr/fashion/fashion-inspiration/story/chanel-is-releasing-a-restored-version-of-the-movie-last-year-at-marienbad/3145#2-2
-https://www.linkedin.com/pulse/product-placement-luxury-brands-kalin-dimitrov/
-https://www.pwc.com/it/it/publications/assets/docs/product-placement-movie.pdf
Picture Sources:
-http://www.thecouturerenegade.com/the-trench-coat-a-fashion-born-out-of-necessity/humphrey-bogart-in-a-trenchcoat/
-https://www.pinterest.com/pin/224335625159080846/
-https://www.pinterest.com/pin/118008452721584095/
-https://www.allposters.com/-sp/STAGE-FRIGHT-Marlene-Dietrich-wearing-a-Christian-Dior-design-1950-Posters_i9919412_.htm
-https://www.pinterest.com/pin/91268329927454070/
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