Can two competing brands co-exist in an entertainment property, both receiving starring roles? Yes, but the story line has to lend itself to accommodate both brands organically.
Could Coke and Pepsi both sponsor American Idol? What about Sex and the City's Carrie, could she use personal computers from HP and Samsung in the same movie? No, neither of these scenarios are realistic. That is why is it critical for companies to throughly evaluate opportunities before committing to brand integration and product placement. It goes beyond reviewing the script, having knowledge of the other integration partners is also very important. So how can two competing brands co-exist?
One example is apparel. Within in a film or television production, there are usually several lead characters who most likely will have "different looks." It is conceivable (and much more realistic) to have multiple brands in this type of situation. Another example is computer equipment. Much like characters have different looks, so do specific sets. Would the computers in an FBI office have to be the same as a hip sixteen year old girl? Taking it a step further, would government offices have iMac's or Dell's? What would the hip teenage girl most likely be using? Well, probably an iPad, but you get the picture.
Yes, competing brands can share the spotlight. But remember to throughly review the property before finalizing any deals.
Could Coke and Pepsi both sponsor American Idol? What about Sex and the City's Carrie, could she use personal computers from HP and Samsung in the same movie? No, neither of these scenarios are realistic. That is why is it critical for companies to throughly evaluate opportunities before committing to brand integration and product placement. It goes beyond reviewing the script, having knowledge of the other integration partners is also very important. So how can two competing brands co-exist?
One example is apparel. Within in a film or television production, there are usually several lead characters who most likely will have "different looks." It is conceivable (and much more realistic) to have multiple brands in this type of situation. Another example is computer equipment. Much like characters have different looks, so do specific sets. Would the computers in an FBI office have to be the same as a hip sixteen year old girl? Taking it a step further, would government offices have iMac's or Dell's? What would the hip teenage girl most likely be using? Well, probably an iPad, but you get the picture.
Yes, competing brands can share the spotlight. But remember to throughly review the property before finalizing any deals.
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