Product Placement Gives Small Player Big Time Exposure

Boulder-based sparking juice company, Izze, somehow got its product into Brad Pitt’s fridge.
During Heineken’s 60-second Super Bowl spot starring the 41-year old actor, Pitt opens his fridge to find an empty sixer of Heineken, which leads him to head to the store for more. But he could have chosen another beverage–namely a pear-flavored Izze.
Reports indicate the spot, created by Wieden + Kennedy’s Amersterdam office, cost $3.2 million or $53,333 per second to run on Fox. Given Izze’s product placement lasted for about two seconds, the company received over $100,000 in free advertising (unless they paid for it).



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.