Product placement in films is a well-established marketing strategy, with brands often investing substantial sums to get their products on the big screen. However, in the case of leading global spirits company Diageo, the power of non-paid product placement was displayed in the Netflix feature film Glass Onion: A Knives Out Story. Diageo spirits subtly found their way into the movie, enhancing the viewing experience while showcasing the effectiveness of organic, non-paid product placement.
Released in 2022, Glass Onion was the highly anticipated sequel to the popular film ‘Knives Out.’ The film, written and directed once again by Rian Johnson, features a star-studded cast of Edward Norton, Kate Hudson, Janelle Monae and more ‑ and stays true to the series’ clever, intricate, and comedic storytelling. The film itself generated immense excitement, securing the title of Netflix’s 4th most-watched title of all time.
Diageo and Mediaplacement Entertainment, Inc. took an unorthodox approach to product placement in Glass Onion. Instead of paying for explicit placement of their spirits, they worked closely with the film’s production team to incorporate their products seamlessly into the story. The organic exposure of Diageo brands in the film garnered a whopping $6.4 million in ad value to date.
Diageo brands like Lagavulin, Don Julio, Bulleit, and Ketel One were incorporated into the film’s narrative in a natural, unobtrusive way. Characters sipped their favorite drinks amidst the murder mystery, further immersing the audience in the story’s authenticity. “Mmm, Lagavulin 16,” says Leslie Odom Jr.’s Lionel as he is handed a glass. Edward Norton’s Miles picks up a bottle of Bulleit bourbon, while Madeline Cline’s Whiskey (ironically) opts for Don Julio Blanco. These recognizable, hands-on, and verbal call-outs to Diageo brands would normally call for a six-to-seven figure agreement between brands and filmmakers. But because of Diageo’s long standing credibility and association with luxury, paired with expertise of the best product placement agency mediaplacement, multiple placements were secured by simply providing product.
Key Impacts:
- Subtle and Non-Intrusive: Viewers appreciated that the inclusion of Diageo spirits felt organic and non-intrusive. It didn’t disrupt the storytelling but, in fact, added to the authenticity of the characters and scenes.
- Enhanced Realism: The seamless presence of Diageo spirits contributed to the film’s realism. It made the characters and their interactions more relatable, as people often enjoy such drinks in social settings.
- Positive Brand Association: By not making their presence overly conspicuous, Diageo allowed the audience to associate their brands with top talent, creating a positive brand perception.
The case of Diageo’s non-paid product placement in Glass Onion: A Knives Out Story demonstrates that subtlety and authenticity can be more effective than overt, paid advertising. By seamlessly integrating their spirits into the film, Diageo managed to enhance the audience’s experience while building a positive brand association.
This organic approach to product placement can be a valuable strategy for brands looking to connect with consumers in a more genuine and non-intrusive manner. Glass Onion exemplifies how the right blend of storytelling and product integration can be a win-win for both filmmakers and brands, creating a memorable and authentic cinematic experience.
