E.T. and Reese's Pieces

Definition

E.T. and Reese's Pieces refers to the iconic product placement of Reese's Pieces candy in the 1982 film 'E.T. the Extra-Terrestrial.' This strategic marketing decision helped elevate the popularity of both the candy and the film, showcasing the power of product placement in media to influence consumer behavior and enhance storytelling.

5 Must Know Facts For Your Next Test

1. The use of Reese's Pieces in 'E.T.' was a pivotal moment in product placement history, as it was one of the first major films to integrate a candy brand into its storyline.
2. After the release of 'E.T.,' sales of Reese's Pieces skyrocketed, increasing by over 65% within a year, showcasing the direct impact of product placement on consumer behavior.
3. Originally, the filmmakers approached M&M's to feature their candy, but they declined the opportunity, leading to Reese's Pieces being chosen instead.
4. 'E.T.' has been credited with revolutionizing how brands approach product placement, showing that emotional connections can be created through storytelling.
5. The success of Reese's Pieces in 'E.T.' led to a significant shift in Hollywood, with more filmmakers recognizing the value of integrating brands into films for mutual benefit.

Review Questions

• How did the product placement of Reese's Pieces in 'E.T.' influence consumer behavior?
  • The product placement of Reese's Pieces in 'E.T.' had a profound impact on consumer behavior, resulting in a significant increase in sales after the film's release. This was largely due to the emotional connection viewers developed with both E.T. and the candy during key scenes, demonstrating how effective storytelling can enhance brand appeal. As audiences engaged with the film's narrative, they were more likely to purchase Reese's Pieces, highlighting the effectiveness of product placement as a marketing tool.
• Evaluate the decision-making process behind choosing Reese's Pieces over M&M's for 'E.T.' and its implications for brand partnerships in film.
  • The choice to feature Reese's Pieces over M&M's for 'E.T.' was significant, as it demonstrated how a missed opportunity by a larger brand could lead to unexpected success for a smaller competitor. M&M's refusal to participate reflected a lack of vision regarding the potential benefits of product placement at that time. This decision ultimately opened the door for Reese's Pieces to gain immense visibility and market share, showcasing how strategic partnerships can redefine brand trajectories and set new standards for collaboration in the entertainment industry.
• Analyze how 'E.T. and Reese's Pieces' serves as a case study for modern marketing strategies in media and its long-term effects on brand promotion.
  • 'E.T. and Reese's Pieces' serves as a groundbreaking case study that illustrates how effective product placement can shape modern marketing strategies. The film established a framework for integrating brands into narratives in ways that resonate with audiences emotionally, leading to increased brand loyalty and recognition. The long-term effects are evident today, as many films and shows employ similar strategies, leveraging storytelling to create lasting connections between consumers and products, ultimately transforming how brands approach advertising within media.

Related terms

Product Placement: A marketing strategy where brands pay to have their products featured in films, television shows, or other media to increase visibility and drive sales.

Brand Recognition: The ability of consumers to identify a brand by its attributes or logo, often enhanced through consistent exposure in various media.

Cross-Promotion: A marketing strategy where two or more brands collaborate to promote each other's products or services, often seen in film partnerships.