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Even if you’re not a Star Wars fan, it’s impossible not to know that a new film just came out. Ever since Disney bought the franchise, it was understood that the new film would be big but Disney has taken marketing and advertising to a whole new level. They have done reverse product placement.
Normal product placement is when a company pays to have their product mentioned or seen in a film but as you can imagine, it would be pretty noticeable is Han Solo drank Dunkin Doughnuts coffee while flying the Millennium Falcon or Luke Skywalker locked up directions on his iPhone.
So, what did Disney do? Instead of putting real life products into the film, they have put characters and other elements of the film into real life products. You’ve seen the Star Wars Mac and Cheese and toys before but Disney went even further. There is:
- Start Wars make up
- Star Wars Crocs
- Star Wars Coffee Creamer
- Star Wars Computers
There’s even fruit packaged in Star Wars bags. There’s so many Star Wars products out there that products that are trying to stand out with Star Wars branding are blending in. You’ll have to wait and see if it works.
The success of the film is not why you should care. You should care because Disney is taking a different approach as a result, Star Wars is projected to earn $1.5 Billion. This movie will probably make more than some countries do in a year. It’s not just because it’s Star Wars but because Disney took a different approach to marketing.
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