The winner for Skyfall product placement

Daniel Craig’s 007 has a Macallan

BRAND CHANNEL, a Web site devoted to marketing, has determined the winner of companies who struck product placement deals in Skyfall. Who finished atop the heap? None other than Macallan Scotch Whisky.

Here’s an excerpt:

But no brand got more exposure than The Macallan whisky, which appeared in several scenes and was even called out by name as one of Bond’s particular favorites. All the better, the placement didn’t cost Macallan a (Money)penny. “When the final edit of the Skyfall came out our Macallan director was a little nervous about the drink being associated with the scene where Daniel Craig takes a dram then fires a gun—as obviously being an alcoholic beverage it is important for us not to be associated with violence, crime, and underage drinking,” Lucy McQueen, the public affairs assistant for Macallan-owner Edrington Group, told brandchannel.

(snip)

Front Row Analytics, the analysis division of Front Row Marketing Services, estimates the value of Macallan’s appearance in Skyfall at $8.98 million. And that’s just the theatrical value through January 2013. Front Row, which uses proprietary analytics to put a dollar value on eyeballs and other subjective criteria, further projects value of $473,647 (DVD / Digital) and $256,667 (future broadcast airings) for Macallan. But there’s more.

“The brand value that Macallan has and will receive over the lifetime of the film, is unlike other product placements,” said Eric Smallwood, Senior Vice President of Front Row Marketing Services & Front Row Analytics.

The article notes the “50-year” Macallan in the film was a 1962 vintage, meaning it was a 25-year-old bottle of Scotch. Getting some of the latter costs about $2,600. An actual 50-year-old bottle would cost $7,800. Either is a big step up from Heineken, the main beer sponsor of Skyfall.

To read the entire article, CLICK HERE. The story also evaluates product placement of other 2012 movies, including Argo and Ted.

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