Vespa, I approve of your product placements!

by erica ~ March 24, 2009

After seeing the new movie, “I Love You, Man,” this weekend - I was impressed to see minimal product placement unlike some other recent movies that are just over the top with product plugs. To my surprise, I came across this article on BrandWeek that exposed Vespa as the major contributor to product integration for this movie.

Now that I think about it, the Vespa is shown many times throughout the movie but the camera doesn’t focus on the brand or make of the Vespas whenever it was on screen. For once, I actually applaud this product integration effort simply because it wasn’t so “in your face” as some products can be. Another reason why I support this placement is because they are trying to promote a fuel-efficient, environmentally friendly transportation that is a fun and free-spirited, go-anywhere travel companion.

In addition to the movie, Vespa is kicking off a contest on MySpace, and will award the scooter used in the movie to a BFF who can show he’ll go the distance for his buddy. Since Vespa’s main target is the 18-34 year demographic, they see a lot of opportunity for the brand by placing them in trendy movies and social networks.

Vespa has benefited greatly from the alternative transportation movement. Piaggio Group Americas, Vespa’s U.S. importer, saw sales of its scooters increase 61 percent in 2008 as Americans turned to the alt-vehicles to combat gas prices, traffic jams, parking shortages, pollution and a host of other issues.

Erica Berkovich is an Associate Account Executive at Mediashop PR.  She is currently pursuing a Masters degree in Corporate Communications at Baruch.