Budweiser are currently not too happy with Paramount Pictures for negatively portraying the beer in one of their films due to be released later this year. The film named Flight features Denzel Washington as a pilot who opens a can of Budweiser whilst trying to fly his plane, luckily avoiding any crash but is then subjected to an investigation as to why he flew the plane drunk. Following on from this Budweiser have complained Paramount didn't ask for permission and have asked them to either obscure or remove the Budweiser logo from the film.
This is just an example of product placement which rather than promoting a product can have the opposite effect. Although Budweiser might not have much control over this the way the beer is portrayed will have a negative effect on the brand because it's being associated with alcoholism and in turn could put people off. It just shows how important brand association is for consumers because without realising it certain things can persuade us to buy or not buy a product. Similarly Heineken have recently become associated with James Bond after he was shown drinking a bottle in Skyfall which will have a positive effect for their brand because if James Bond drinks it then people will assume it's trendy.
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