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Meaningful insights are more than mere information. They need to meet two criteria: Surprise at what you learned, and as a result, a change in behavior based on this learning.

Larry Light, former CMO of McDonalds
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It requires no stretch of the imagination to recognize “Tit Tat” and “Coffee Bucks” as stand-ins for real brands, but that recognition allows audiences to engage with product placements in a manner that is significantly more encompassing than simply spotting a branded product onscreen. Referencing these product displacements to their real world counterparts requires audiences to actively draw upon their cultural capital and awareness, therefore they have more resonance than a strategically placed can of Coca-Cola or character mindlessly raving about his/her T-Mobile phone. Ultimately, product displacements have the opportunity to flatter the intelligence of viewers, especially if they are parodic and satirical in nature.

Gladys Santiago, ’Product Displacements as Catalysts to Engagement‘