Non-alcoholic beverage marketing in 100 highest grossing movies in 2010-2014

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.