Talladega Nights a Winner for Brands
Thursday August 17, 2006
Wonder Bread, Old Spice and Perrier, all sponsors of fictitious drivers Ricky Bobby, Cal Naughton, Jr. and Jean Girard, are finding Will Ferrell's movie Talladega Nights giving them much more exposure than they imagined. The movie's actors are showing up in commercials and at interviews in full race car driver uniform featuring the logos of the brands.
More on Product Placement in Talladega Nights:
For Wonder Bread and Old Spice, they used backend promotions to tie the movie in with their brand. Wonder Bread did in-store promotions as well as promotions on the bread's packaging.
Old Spice went all out with $2.3 million in promotions on TV, in print, online and at NASCAR venues. The budget was originally intended to promote Old Spice within the NASCAR circuit but when the opportunity came along, Old Spice placed the ad dollars into the movie's tie-in promotions. Industry pros say Old Spice got at least a three to four times return on its advertising investment.
Perrier didn't create any backend promotions. Ferrell used Perrier as French driver Jean Girard's sponsor and the studio didn't ask for any promotion commitments. The promotion Perrier has received has been at no cost to the French mineral bottled water company.
Other product placements within Talladega Nights include Applebee's, Coca-Cola, Country Crock, Checkers fast food restaurants, Domino's Pizza, KFC, Powerade and Taco Bell. Ferrell has also appeared in Sprint commercials as Ricky Bobby in full uniform and didn't ask for any additional compensation to appear in the ad-libbed ads.
- Sprint Taps Will Ferrell: Ricky Bobby to Appear in Commercials
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More on Product Placement in Talladega Nights:
For Wonder Bread and Old Spice, they used backend promotions to tie the movie in with their brand. Wonder Bread did in-store promotions as well as promotions on the bread's packaging.
Old Spice went all out with $2.3 million in promotions on TV, in print, online and at NASCAR venues. The budget was originally intended to promote Old Spice within the NASCAR circuit but when the opportunity came along, Old Spice placed the ad dollars into the movie's tie-in promotions. Industry pros say Old Spice got at least a three to four times return on its advertising investment.
Perrier didn't create any backend promotions. Ferrell used Perrier as French driver Jean Girard's sponsor and the studio didn't ask for any promotion commitments. The promotion Perrier has received has been at no cost to the French mineral bottled water company.
Other product placements within Talladega Nights include Applebee's, Coca-Cola, Country Crock, Checkers fast food restaurants, Domino's Pizza, KFC, Powerade and Taco Bell. Ferrell has also appeared in Sprint commercials as Ricky Bobby in full uniform and didn't ask for any additional compensation to appear in the ad-libbed ads.