Sometimes there are things in movies that are so spectacular that they become real products. That is what defictionalization is: when a fictitious product becomes a real one.
Brawndo, "the thirst mutilator" is an energy drink that has become defictionalized.
"It first emerged in the blackly comic, 2006 cult film Idiocracy, directed by Mike Judge, creator of Beavis and Butt-head and King of the Hill," the Star explained.
"The movie is set in a future where stupid people have outbred intelligent ones, and corporations have thoroughly dumbed down the populace. The sports drink Brawndo has completely replaced water (deemed to be inferior because it's used in toilets), even for farm irrigation. And, because Brawndo is high in electrolytes, it poisons all the plants."
"Cut to last November, when Twentieth Century Fox, which released the movie, joined with Redux Beverages to bring Brawndo to the public. The bright green citrus drink, with its electrolyte, caffeine and vitamin jolt, comes with this tagline, adapted from the film's dialogue: 'It's got what plants crave!'"
Check out the video and visit Brawndo for more.
Key Themes Behind This Trend
- Defictionalization of Movie Products
- Bringing fictional products from movies to life offers opportunities for unique and engaging consumer experiences.
- Cult Film-inspired Marketing
- Leveraging the popularity of cult films to promote real products can create buzz and attract dedicated fan bases.
- Satirical Social Commentaries
- Movies that exaggerate societal issues through fictional products can spark discussions and highlight real-world problems.
Where This Applies
- Beverage Industry
- Bringing fictitious drinks to the market can disrupt the beverage industry by offering novelty flavors or unique branding strategies.
- Film Merchandise Industry
- The defictionalization of movie products opens up new revenue streams for the film merchandise industry by capitalizing on fan nostalgia and collectible culture.
- Marketing and Advertising Industry
- Creating marketing campaigns around defictionalized products presents opportunities for creativity and brand storytelling, attracting consumers through unique promotions.
