Product Placement

Nestlé could receive more than £500,000 media value, against its £100,000 investment, for its product placement of the Dolce Gusto coffee machine during ITV1's 'This Morning', according to research. This was the first example of “open” product placement to UK and Irish viewers since the regulatory change with regard to product placement. Many people will see product placement as an unnecessary evil and claim to be exploited by marketers. But let’s be realistic here.   Nobody complains when they see they’re favourite brands in movies because in that case it ads authenticity. Is it really going to matter whether they are drinking their water out of branded Pepsi cups on the XFactor next year? (A potential move to counter Pop Idol and Coca-Cola) I don’t think so. I have no doubt product placement works, I personally don’t mind it in movies or TV shows as I hate unbranded product in TV shows for the reasons I outlined earlier. I just don’t think that now days the Irish and UK viewer is going to be shocked at the prospect of product placement. We have been exposed to it for years and besides the modern consumer is so aware of marketing nowadays that only very few will be unaware of the subtlety which product placement brings to advertising.

Sean Wiemann

Robinsons no longer just a Cordial...

I was recently looking over some of the advertising and sponsorship used at sports events for a project and came across an interesting new brand extension; that of Robinsons squash, the cordial drink brand owned by Britvic who sponsor the Wimbledon Tennis, which has now entered into the confectionary market with the launch of "Robinsons Classic Fruits". It's an interesting move by the company and makes a lot of sense as the sweets will come in the flavours children and adults know well from the cordial drinks they already enjoy. The new product will be based around using natural fruit juice something which is clearly aiming the product at mothers. Although the move will see the company competing in a new market segment, I don't think it will require much in terms of change with regard to the way Robinsons currently advertise the brand; mainly because the target audience will remain exactly the same. The products will be available from June of this year and as Robinsons is a Sponsor of the Wimbledon tennis tournament, a big promotional campaign will be launched at this year’s tournament. I am sure Nadal and Federer will be sharing Robinson Classic Fruits at this year’s final!

Goal Line Technology One Step Closer?

http://www.bbc.co.uk/news/business-12670063

I am the device which now decides in or out at Wimbledon, I was invented by Paul Hawkins and can affect the outcome of sporting events. Any idea who I am?

Hawk-eye of course! I recently read an article which detailed the sale of the Hawk-eye system to electronics giant Sony and wondered would this see the advent of goal line technology in football now that a company with significant resources and “pull” will be applying the pressure on FIFA. Furthermore, I wonder whether this particular market opportunity was on the minds of senior-level management at Sony when signing off on this acquisition. Hawk-eye posted relatively small profits of £1.1 million. But if they were to enter into the global real of football thee profits would increase significantly, my feeling is Sony recognise this are determined to attain first-mover advantage and more importantly recognise they have the weight and leverage to persuade FIFA into a move.

Sean Wiemann