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The Stories Behind 10 Famous Product Placements

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1. Junior Mints, Seinfeld

"Who's gonna turn down a Junior Mint? It's chocolate, it's peppermint, it's delicious!" Were truer words ever spoken? But it might not have been that way—other candy companies were originally asked for permission to place their product in that episode. Not seeing the humor in having their bread-and-butter fall into the open chest cavity of a patient, Seinfeld was turned down by M&Ms and Lifesavers (among others) before finally getting to the Junior Mint people. No money exchanged hands between Tootsie Roll (Junior Mints' parent company) and Seinfeld. With the amount of product exposure Junior Mints gained from that episode, that's quite a deal. Watch a clip here.

2. Reese's Pieces, E.T.

Between Seinfeld and E.T., M&Ms has really missed some huge marketing opportunities (not that the company is exactly hurting). The rumor is that Mars, Inc., just didn't think this was a worthwhile movie on which to spend their advertising dollars, but no one has ever substantiated that fact. Whatever the reason is, it was a big mistake—Mars' competitor, Hershey, snapped up the opportunity to promote Reese's Pieces. Hershey agreed to spend $1 million promoting E.T. in exchange for the rights to use E.T. in its ads. The payoff was huge—the delightful little peanut butter candies (can you tell I like Reese's Pieces?) saw a reported 65% jump in profits just two weeks after the movie's premiere.

3. Ray-Ban, Risky Business

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I used to love that episode of Saved by the Bell when Zack, Slater and Screech are home alone and they bust out some Risky Business-style moves wearing socks and using brooms as guitars. Anyway. Back to Business. At the time, the Wayfarer sunglasses Tom Cruise modeled in that movie were pretty much biting the dust. Annual sales were only about 18,000. After Tom Cruise wore them in the movie (and on the cover of the movie) in 1983, sales skyrocketed to 360,000. By 1989, Ray-Ban had sold more than four million of the Wayfarer model. A bit of trivia for you: Audrey Hepburn wore Wayfarers in Breakfast at Tiffany's, Don Johnson wore them in Miami Vice, Bruce Willis wore them in Moonlighting and ol' Tom Cruise tried them on again for Top Gun. Why such the gap between Audrey and the 80's revival? Well, in 1982, Ray-Ban inked a contract with a product placement company: $50,000 per year to put Ray-Bans in movies and television.

4. Fed-Ex, Cast Away

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You cannot escape the product placement of Fed-Ex in Cast Away. It's literally everywhere. And what great publicity—when Fed-Ex manager Chuck Noland washes up on a deserted island, he collects all of the Fed-Ex boxes that washed up with him. While he ends up opening most of them to aid in his survival on the island, he leaves one unopened and returns it to its rightful owner when he makes it back to land many years later. How's that for reliability? CEO Fred Smith even had a cameo in the movie. And what did Fed-Ex pay for all of this? Absolutely nothing. They were reluctant to allow their image and brand to be used at first—the plane crash scene really bothered them. But ultimately, they decided that the movie had a good message and the brand awareness they would get would be worth it.

5. Reebok, Jerry Maguire

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This one should be titled "When product placement goes bad." If you think back hard enough, you will remember that Cuba Gooding, Jr's character, Rod Tidwell, held a grudge against Reebok for the entire movie because Reebok wouldn't use him in their ads. Reebok provided more than $1.5 million in merchandise, ads and promotional materials to be featured in the movie because they thought the ending of the movie would be a little different. Over the closing credits, a fake Reebok commercial was supposed to be shown with Reebok saying, "Rod Tidwell. We ignored him for years. We were wrong. We're sorry." However, that scene got cut. So Reebok ended up investing $1.5 million to have their brand disparaged for a couple of hours. They sued and TriStar pictures settled out-of-court for an undisclosed amount.

6. White Castle, Harold and Kumar Go to White Castle

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The other day, Higgins posted about deal-breaker books. I could see this being a deal-breaker movie, but I'll admit it anyway—I love Harold and Kumar. (White Castle is OK.) Because of its national recognition, Krispy Kreme was also approached to play a role in the movie. Krispy Kreme was not thrilled by the idea of the brand being so closely associated with a Cheech-and-Chong-esque movie and turned them down. White Castle had no qualms about being featured and even agreed to promote the film with collectible cups, radio ads and signage. They didn't pay a dime for product placement, however.

7. Staples, The Office

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Anyone who is a fan of The Office knows that Staples is Dunder-Mifflin's biggest competitor. That's not just a mere coincidence. The Office has product placement deals with Staples, Hewlett Packard and Activision's Call of Duty computer game, among others. But the Staples deal is undoubtedly the one that is referenced the most. Not only is the brand mentioned as DM's biggest competitor, but Staples products are shown in virtually every episode. Look closely next time you watch and you could find anything from Staples-brand blank CDs to Staples-brand fax paper. A Staples shredder was even an integral part of one episode, where Kevin demonstrates the power of the shredder by using it to make a salad. While I wasn't able to find how much Staples coughs up to be featured so prominently in the show, it's clear that they are very proud of their affiliation. When one episode featured Dwight quitting his job at Staples to return to Dunder Mifflin, Staples released this memo. A company with a sense of humor? Makes me want to buy my pens there.

8. BMW Z3, GoldenEye

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James Bond is apparently one of the most powerful car salesmen in the world. After driving Aston Martins for years, 007 found himself equipped with a BMW Z3 Roadster in 1995's GoldenEye. Sure, it cost them $3 million, but people saw the movie and fell in love with the Roadster. BMW made $240 million in advance sales alone.

9. Slinky, Etch-a-Sketch, Mr. Potato Head; Toy Story

I am a testament to the power of the product placement in Toy Story. But I'll get to that in a minute. When the movie came out in 1995, classic toys like Mr. Potato Head and Slinky weren't doing so great. After being featured as characters in the Pixar/Disney film, sales soared immediately. Etch-a-Sketch saw a 4500% boost. Slinkys were no longer being produced because they weren't profitable. Post-Toy Story, Slinky received 20,000 orders, which revitalized the company. Mr. Potato Head sales jumped 800%. And that's where I come in. I am a sucker for those big displays at Disney World and Disneyland where you can go through the bin of Potato Head parts and shove as many will fit into a box for $19. I have a ridiculous number of parts, from Tinkerbell's wings to Dumbo's ears to Cruella DeVil's purse. That's double branding right there. Genius.

10. Nuprin, Doritos, Pepsi, Pizza Hut, Reebok; Wayne's World

Finally, we get to my favorite. The fact that I just rattled off all of the brands featured in this brief clip from a movie that came out 16 years ago just goes to show you how effective product placement can be.

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Food
The Surprising Reason Why Wendy's Serves Fast Food's Only Baked Potato
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iStock

For an industry that prides itself on convenience and indulgence, a fiber-rich pseudo-vegetable that’s hard to eat on the go and isn’t deep-fried seems like a curious addition to a fast food menu. Yet Wendy’s has been selling baked potatoes for nearly three decades—11-and-a-half ounces of pure, unpeeled spud, drowned in your choice of toppings.

According to Thrillist writer Wil Fulton, who spoke with Wendy’s vice president of culinary innovation Lori Estrada, the chain first got turned on to the foil-wrapped food in the 1980s, when nutrition experts were (erroneously) touting low-fat diets for weight loss. Eager to embrace the trend, Wendy's viewed a plain potato as a popular alternative to sliced, oil-slicked fries.

The hysteria over fat may have disappeared, but the collective consumer appetite for the potato did not. Estrada says she believes many of them consider the 270-to-480 calorie (depending on toppings) carb dump a meal unto itself, and that some enjoy piling on cheese, bacon, and other burger trimmings for a tasty and inexpensive dinner.

So why don’t you see baked potatoes at other franchises? Estrada speculates that the logistical issues are a turnoff. The potatoes are cooked from a raw state in convection ovens, which could necessitate new equipment and ample prep time. With fries still the king of sides, franchisees may not think it’s worth the hassle.

Wendy’s is undoubtedly happy to have the market to themselves: The chain sells 1 million tubers a week.

[h/t Thrillist]

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LaCroix
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Food
The Secret Ingredient That Makes LaCroix Water So Irresistible
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LaCroix

The distinctive Technicolor cans of LaCroix sparkling water are an increasingly popular sight in stores and on kitchen tables around the country. (If you're old enough to remember the Snapple phenomenon of the 1990s, this is like that—just bubbly.) But as The Wall Street Journal recently pointed out, few of the beverage's loyal fans have any idea what it is they're drinking.

LaCroix comes in a variety of flavors, from tangerine to coconut. The can label, however, is cryptic, listing "natural flavors" as part of the ingredients. Their website discloses only that "natural essence oils" are involved, which sounds like LaCroix should be applied to your hair and then rinsed off.

A look at the nutritional information for LaCroix water
LaCroix

As it turns out, that's not too far off. According to The Wall Street Journal, these "essences" are naturally produced chemicals that are manufactured by heating up fruit or vegetable remnants until they make a vapor, then condensing them into a clear concentrate. They're used in a variety of consumer products, from shampoos to ice pops.

LaCroix was unwilling to confirm the Journal's claim, protecting their manufacturing process in a manner similar to Coca-Cola's famously secretive treatment of their recipe. They do state that no sugars are added, but that may not be enough to protect your teeth: Carbonated water and citric acids can combine to create a lower pH, which has a detrimental effect on tooth enamel. Like most everything that tastes good, these flavored waters are best enjoyed in moderation.

[h/t The Wall Street Journal]

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