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October 7, 2015
Product Placement Helps Pepsi Perfect
 
One of the more forgotten, yet effective, marketing tactics is that of product placement. Some advertisers and marketers are so set on digital advertising, online video ads, and other "disruptive" measures that they overlook the power that product placement can provide a good or service.

Who knew that candy could satisfy an alien until Reese's Pieces in E.T.?

No one saw the power of an online relationship until You've Got Mail — right, AOL?

And if you're driving an Aston Martin, you are just a few months of training away from basically being James Bond.

Product placement can connect the product and the consumer into a single experience. The placement demonstrates to the consumer the best or most effective use of the product. The only way it gets better is if the consumer is trying it themselves.

And now, on October 21, Pepsi gets to cash in on a product placement it engaged in for Back to the Future II. The Internet is buzzing with the news that Pepsi plans on doing a limited release of Pepsi Perfect, the product Marty McFly orders in the movie on October 21, 2015.

Pepsi plans on selling only 6,500 bottles for $20.15 each. It also plans on selling around 1,500 before the actual release during NYC Comic Con.

Go figure.

To think that a movie made in 1989 is creating buzz for products now is something brands and companies dream about. Pepsi has done a great job intertwining itself within our social fabric, and it looks like it is going to continue. The attention that Pepsi is getting is monumental. The spokespeople for Pepsi were quick to say that they were not releasing a new product, but that Perfect Pepsi will be made with real sugar.

All this fanfare with nothing else to announce? Hopefully Pepsi has something up its sleeve.

Or inside its self-lacing shoes. Nike knows a little something about that.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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