Product placement is by no means a casual process: Marketers pay about $25 billion per year to plug their brands in TV and movies. Several firms specialize in arranging these appearances; if they’re lucky, they manage to do it on the cheap when they get a client’s product noticed by prop masters who work on the shows. For example, in a cafeteria scene during an epiosed of Grey’s Anatomy, It was no coincidence that the character Izzie Stevens happened to drink a bottle of Izze Sparkling Pomegranate fruit beverage. The placement company that represents PepsiCo paid nothing to insert the prop in that case, but it probably didn’t get off so easily when the new brand also showed up in HBO’s Entourage, Bg Bang Theory, and The New Adventures of Old Christine on CBS.