Purpose – To assess consumers’ attitudes towards product placements on congruent and incongruent product packages.

Design/methodology/approach – Quantitative survey data, collected by questionnaires from 232 respondents in Sweden. The data was analysed by independent samples t-tests and Mann- Whitney U tests.

Findings – The findings indicate that the total consumer attitude was overall more positive towards product placements on congruent product packages than towards product placements on incongruent product packages.

Practical implications – Findings suggest that practitioners may want to consider using a congruent product package rather than an incongruent when placing a product placement in that context.

Originality/value – The study examines and provides empirical evidence for attitudes towards product placements in the context of packaging.

Keywords – Attitudes, Product placement, Congruence, Packaging

Paper type – Research paper