Non-alcoholic beverage marketing in 100 highest grossing movies in 2010-2014. Issue 4 (3rd April 2018)

• Record Type: Journal Article
• Authors: Cockburn, Nicole; Schubert, Lisa; Nguyen, Nam-Phuong Quoc; Ford, Pauline
• Is Part Of: British food journal. Volume 120:Issue 4(2018)
• Page Start: 839
• Page End: 851
• Publication Date: 2018-04-03
• Subjects: Product placement -- Artificially sweetened -- Branded beverages -- Embedded marketing -- Sugar sweetened -- Top-grossing movies; Food industry and trade -- Periodicals; Food -- Marketing -- Periodicals; Food adulteration and inspection -- Periodicals; Food -- Periodicals; 381.456413
• DOI: 10.1108/BFJ-05-2017-0304
• Languages: English
• ISSNs: 0007-070X

Abstract

Abstract : Purpose: Australian sales of hyperpalatable beverages (HPB) (a term used to describe naturally or artificially sweet beverages) have followed a consistent upward trend since 2000. The purpose of this paper is to examine HPB brand placements in the top 20 annual highest grossing movies in Australia in 2010-2014. Design/methodology/approach: A content analysis was undertaken on the 20 highest grossing movies annually from 2010 to 2014. Movies were analysed according to the prevalence and portrayal of branded beverages. Findings: In total, 35 per cent of movies contained an HPB brand placement. Movies were more likely to be classified M, MA15+, R/R18+, and categorised as comedy, or action/adventure genre. Soft drinks were the most prevalent category (60.9 per cent), and Coca Cola Company manufactured 40.6 per cent of the brands that were embedded throughout the movies. Originality/value: This study revealed some of industry's non-direct marketing strategies through HPB placement in movies. Findings suggest that further scrutiny is needed of the relatively underresearched medium of beverage advertising.