Paid product placements for cigarettes are back on the big screen. The tobacco industry agreed in 1998 not to pay for product placement in movies. But electronic cigarettes weren’t around then and aren’t included in the ban. Some brands are now pushing the envelope, according to the Wall Street Journal:
Throughout the movie [Cymbeline], actress Milla Jovovich puffs away on an e-cigarette called a SmokeStik. In one scene, signs for the brand hang in a convenience store next to condoms and calling cards.
The product’s cameo appearance comes courtesy of Canada-based SmokeStik International Inc.—in just the kind of paid-product placement that has been off-limits to traditional tobacco companies in Hollywood for nearly two decades.
The cynicism of the cigarette (or nicotine) business is on full display:
“I don’t see a problem with glamorizing something that saves lives,” says SmokeStik’s chief executive, Bill Marangos. Like others in his business, he considers e-cigarettes to be a less-harmful alternative to traditional smokes…
Mr. Marangos wouldn’t say how much the company paid for the placements, but he does allow: “They know we pay well.”
This got me thinking, how long until we see paid product placement for recreational marijuana brands? The weed is now legal for recreational use in Colorado and Washington, and it seems a wave is building that will lead to legalization in other states and perhaps nationally. I think it’s a really bad idea for public health, but the tide is moving against me.
Once the business goes mainstream, I expect to see the development of national brands and the pursuit of a vigorous marketing push via whatever means are not declared illegal. Product placement in movies will be a no brainer to get some buzz for the brand and the film. And as with any sort of drug dealing, it’s a lucrative business that can pony up the cash.
It’s quite possible that we’ll see marijuana “edibles” promoted in films rather than smokes. Ironically that could take us back to the early days of product placement in the movies, to the famous Reese’s Pieces placement in ET. Candies for kids once again.
I hope we don’t see dope promoted with paid product placement, but I think we will.
—September 17, 2014