It is difficult to watch television, listen to music, or shop for an item without witnessing some type of product placement. Formal commercials seem to have fallen by the wayside, as informal methods of positioning product has zoomed to the forefront. Are they effective, and get the products to subliminally “stick” in the minds of the consumer?

One might say that they are successful, that the repetitive nature of these products popping up makes them effective — you can only go so long without noticing something. How many times will you page through the catalog for a company like Pottery Barn, as you search for a sectional for your newly-refurbished living room, before you notice the bottle of No. 209 gin placed ever-so-covertly on the coffee table? As you envision yourself in this party, possibly working in the same office with such beautiful people, and finally focus on the main topic of the Bud Light Platinum being peddled, is there still room in your mind to absorb the TWO pairs of Beats by Dre headphones on the DJ table? I’m sure Budweiser hopes that their pretty blue bottle has taken up at least 98% of your attention by then.

We can’t all notice these subliminal maneuvers. I mean, how many of us focused on the bottles that Tony Stark had on his backbar as he poured a drink in The Avengers movie? Yeah, we noticed Scorpion Mezcal and a couple other brands, but would your girlfriend have seen them if you didn’t tell her? Maybe so, and that’s why you’re with her — but just in the case she didn’t, she’s probably similar to countless other people. Oh well, ponder that while watching the “Happy Hour” of Around the Horn & Pardon the Interruption on ESPN, shows that have everything in common with their sponsor.

Some products have commercials because it’s necessary to see a presentation or demonstration for how the product works. Some are true to advertising, to get you cognizant of the brand and personally engaged in the product. Commercials for beverage alcohol products tend towards the latter — everyone knows how spirits work, we don’t need a demonstration, which might be equally parts unintelligible and harrowing. 

Many vodkas have their own commercial, with Grey Goose, Ketel One, and Russian Standard all making the rounds. But to crank the party up one notch, Pinnacle and Smirnoff enter the ring with their Whipped Cream vodkas — in addition to a Fluffed Marshmallow by Smirnoff. What happens when whipped cream vodkas attack each other, then turn on the public? The world may never recover.