Many assume branded entertainment is a recent invention. In reality, brands and entertainment have been intertwined since the earliest days of media, evolving together as technology, distribution, and consumer behavior changed.

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1896: The First Product Placement

One of the earliest known films, The Lumière Brothers’ Washing Day in Switzerland, released in 1896, featured Sunlight Soap. The film was distributed by the same company behind the product. This moment is widely considered the first recorded example of a brand appearing naturally within filmed storytelling.

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The 1930s: Popeye and Cultural Influence

In the 1930s, Popeye became a cultural icon. His devotion to spinach famously drove a reported increase in spinach consumption, with farmers crediting the character for revitalizing the industry. It remains one of the earliest examples of entertainment influencing consumer behavior at scale.

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The 1930s - 1950s: Soap Operas

Radio and television soap operas were among the earliest examples of brand-funded entertainment. Companies like Procter and Gamble, Colgate Palmolive, and Lever Brothers financed episodic programming that became part of daily cultural routines.

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1982: E.T. and the Professionalization of Placement

The placement of Reese’s Pieces in E.T. the Extra-Terrestrial marked a turning point. The campaign reportedly drove a dramatic increase in sales and reshaped how studios and brands collaborated, transforming placement into a strategic business practice.

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The 2000s: Reality Television

Reality television introduced new integration opportunities. Brands could appear naturally within challenges, environments, and cast interactions. These deals often helped fund entire seasons and reshaped the economics of television production.

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Today: The Ad Skipping Era

As DVRs, streaming platforms, ad-free, and ad-blocked viewing became the norm, branded entertainment shifted from optional to essential. Brands could no longer solely live around content. They had to live inside it.

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