E.T. and Reese's Pieces

Definition

E.T. and Reese's Pieces refer to a famous example of product placement in the 1982 film 'E.T. the Extra-Terrestrial,' where the alien character E.T. is drawn to the candy brand Reese's Pieces. This strategic marketing move not only helped boost the popularity of the candy but also demonstrated the power of branded content in film, showing how integrated advertising can enhance storytelling and brand recognition in popular media.

5 Must Know Facts For Your Next Test

1. The use of Reese's Pieces in E.T. was originally intended for M&M's, but they declined the opportunity, leading to a significant marketing win for Hershey's.
2. After the release of E.T., sales of Reese's Pieces increased by over 65%, showcasing the effectiveness of product placement.
3. The film's director, Steven Spielberg, played a crucial role in integrating Reese's Pieces into the story, making it a memorable moment that audiences associated with both the film and the candy.
4. This instance set a precedent for future films to consider using product placements as a way to enhance narrative while generating revenue.
5. E.T. and Reese's Pieces highlighted how audiences can have emotional connections to both characters and products, making product placement a powerful tool in filmmaking.

Review Questions

• How did the decision to feature Reese's Pieces in E.T. instead of M&M's impact both the film's narrative and the brand's visibility?
  • Featuring Reese's Pieces in E.T. significantly impacted both the film’s narrative and the brand’s visibility by creating an emotional connection between viewers and the candy. E.T.'s attraction to Reese's Pieces was cleverly woven into the story, which not only served to advance the plot but also made the candy memorable for audiences. The result was a successful integration of product placement that led to a notable increase in sales for Reese's Pieces and demonstrated how effective branded content can be when done right.
• Evaluate how E.T. and Reese's Pieces exemplifies the concept of branded content and its role in modern filmmaking.
  • E.T. and Reese's Pieces exemplify branded content by showing how integrating a product into a film can enhance storytelling while simultaneously promoting a brand. This case illustrates that branded content is not just about placing products but about creating meaningful associations between characters and brands that resonate with audiences. The successful use of Reese's Pieces helped pave the way for filmmakers to consider creative collaborations with brands, enriching both narratives and marketing strategies in modern filmmaking.
• Analyze the long-term implications of product placement strategies like that used in E.T. on consumer behavior and marketing trends.
  • The long-term implications of product placement strategies like those seen with E.T. have fundamentally shifted consumer behavior and marketing trends by establishing a model where brands can seamlessly integrate into entertainment. This has led to an increase in viewers’ acceptance of advertising as part of their media experience, allowing brands to build emotional connections through storytelling. Moreover, successful cases like E.T. encourage brands to invest more heavily in partnerships with filmmakers, potentially leading to innovative marketing approaches that blur the lines between entertainment and advertisement.

Related terms

Product Placement:

A marketing strategy where brands pay to have their products featured prominently in movies, TV shows, or other media content.

Branded Content: Content that is created to entertain while subtly promoting a brand, merging storytelling with marketing.

Cross-Promotion: A marketing strategy where two or more brands collaborate to promote each other's products or services, enhancing reach and visibility.