Advertising Age

August 7, 2006

Movie Gives Wonder Bread Exposure Worth $4.3 Million

No Money Exchanged in 'Talladega Nights' Product-Placement Deal With Sony Pictures

By Rich Thomaselli

NEW YORK (AdAge.com) -- When Interstate Bakeries Corp. agreed to a product-placement deal with Sony Pictures to have its Wonder Bread brand incorporated into "Talladega Nights: The Ballad of Ricky Bobby," no money was exchanged. But sponsorship measurement firm Joyce Julius & Associates estimates that Wonder Bread received $4.3 million in exposure. ...