Product placement has long been a popular advertising strategy in the entertainment industry, with companies paying top dollar to have their products appear in popular TV shows and movies. Spanish brewery Estrella Galicia‘s decision to feature their beer in the hit Spanish show Money Heist (La Casa de Papel) is a prime example of this marketing tactic.
The partnership between Estrella Galicia and Money Heist came about after the show’s creator, Alex Pina, personally selected the beer as the drink of choice for the show’s characters. According to an Estrella Galicia spokesperson, “Our beer is a perfect fit for the show, as it represents the Spanish culture and values that the characters embody.”
The decision to feature Estrella Galicia in the show was not taken lightly. The beer company reportedly paid a significant amount for the product placement, and carefully considered the potential risks and rewards of the deal. As the spokesperson explained, “We knew that the show’s popularity could bring us great exposure, but we also wanted to ensure that our brand was presented in a positive light.”
The execution of Estrella Galicia’s product placement in Money Heist was carefully crafted to ensure that the beer seamlessly fit into the storyline. In many scenes throughout the show, the characters can be seen drinking Estrella Galicia’s beer, often in moments of celebration or relaxation. The beer’s appearance on the show feels organic and authentic, making it an effective marketing tool.
In addition to the product placement within the show, Estrella Galicia also launched a marketing campaign to coincide with the show’s release. The campaign included a limited edition Money Heist beer can design, featuring the show’s iconic red jumpsuits and Salvador Dali masks. This unique branding helped to capture the attention of fans and create buzz around the show and the beer.
In 2011, 85 million bottles of Estrella Galicia with Money Heist branding reached the brand’s international market. Consumers in a total of 60 countries around the world were able to get hold of the special La Casa de Papel (Money Heist) edition.
The results of the Estrella Galicia and Money Heist partnership have been overwhelmingly positive. The show’s massive global audience has exposed the brand to millions of new potential customers, and the beer’s appearance on the show has become a talking point among fans. Estrella Galicia’s spokesperson added, “We’ve seen a significant increase in brand awareness and sales since the show’s debut.”
Estrella Galicia’s successful product placement in Money Heist has opened up new opportunities for the brand to partner with other TV shows and movies in the future. As the spokesperson stated, “We are open to exploring future partnerships with other popular shows or movies, as long as they align with our brand values and represent a good fit for our product.”
The success of Estrella Galicia’s product placement in Money Heist highlights the power of strategic partnerships in advertising. Do you remember the Lone Star beer product placement in the first season of True Detective? As long as the product fits seamlessly into the storyline and is presented in a positive light, product placement can be an effective and lucrative advertising strategy.