Archive for November 27th, 2013

November 27, 2013

Reverse Product Placement

cheesy poofs

So-called ‘reverse product placement‘ is the creation of products in real life to match those seen in a fictional setting. In 2007, 7-Eleven rebranded 11 of its American stores and one Canadian store as ‘Kwik-E-Marts,’ selling some real-life versions of products seen in episodes of the ‘The Simpsons,’ such as Buzz Cola and Krusty-O’s cereal. In 1997, Acme Communications was created as a chain of real television stations; the firm is named for the fictional Acme Corporation of Warner Brothers fame.

The fictional Willy Wonka from ‘Willy Wonka & the Chocolate Factory’ (1971) was licensed to name a real candy company soon after the film’s release; the brand is now controlled by Nestlé. In the 1984 cult film ‘Repo Man,’ a reverse form of product placement is used, with an exaggerated form of 1980s era generic packaging used on products prominently shown on-screen (these include ‘Beer,’ ‘Drink,’ ‘Dry Gin,’ and ‘Food – Meat Flavored’).

November 27, 2013

Fictional Brand

Fictional brands are used in artistic works to imitate or satirize corporate brands, and/or to avoid trademark or copyright infringement. 

Such a device may be required where real corporations are unwilling to license their brand names for use in the fictional work, particularly where the work holds the product in a negative light.

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