BusinessTN

When Memphis backpack maker ful wanted to get its hip, stylish products placed in the right movie, it didn’t have to go very far.

The company first turned to Ralph Berry, of Memphis-based Thompson & Berry Public Relations. Berry is known for placing Frito-Lay products in E.T.—a movie many say was the first time consumer goods makers and Hollywood fully appreciated the mutually beneficial practice of product placement.

Berry and ful realized the Memphis- made movie Hustle & Flow would be an ideal vehicle by which to launch the trendy backpacks. The hip-hop drama and its lead character—DJay, a pimp who wants to be a rapper—was a perfect match for the edgy gear that comes with built-in MP3, CD and computer pouches.

“When you have a product that can live or die based on the ‘cool factor,’ getting it in the right hands at the right time can be critical,” Berry says.

With a little help from the Memphis/Shelby County Film and Television Commission, Berry and ful were able to meet with Memphis filmmaker Craig Brewer and producer John Singleton. The pair agreed to the placement and even allowed ful to approve which character carried the bag and how it was used

Berry says “money did change hands” for the ful placement, but that not all such placements are controlled as closely. Some placements happen merely because the filmmaker wants to inject some realism.

Before E.T., Berry says movies were often content to show “Bluto Beer” or “Joe’s Chips.” In contrast, E.T. is seen guzzling Coors and eating Lay’s.

And don’t forget about those Reese’s Pieces. That product became a national brand almost overnight, Berry says.

“Many people criticize [product placement], saying it diminishes the movie,” Berry says. “But I would argue the opposite. It diminishes the credibility if you show someone eating ACME corn flakes when in reality everyone eats Kellogs.”

But does it work? It’s hard to measure exactly the effect of such a placement, but Jon Bihn, vice president of sales for ful, says the company’s Web site traffic spiked 200% for the three days following the movie’s July release.

“It’s the best advertising in the whole world,” Bihn says. “When people see a celebrity wearing a certain product, they will try to find a way to get it.”