In this decade, pulled by mobile devices such as smartphones and tablets, the number of hours spent watching videos globally grows. At the same time it also produces more scripted content and invests more in product placement. Brazil is a country that stands out worldwide in this type of advertising, but does not produce many academic papers on the subject. This dissertation proposes to make a literature review on product placement and analyze the case of Coca-Cola s six placements in first season of Mister Brau sitcom broadcasted by TV Globo between September and December 2015. For this analysis, was used part of the tool of French Semiotics. The results indicate that the actions happened at the most superficial levels of the generative path of sense developed by Greimas. This work points to suggestions on how Coca-Cola could have integrated itself at a deeper level by understanding the core values of the show. It is also proposed a working process through briefing and product placement project where the advertiser, agency and producer of the content can negotiate more clearly what and how the values are transmitted to the brand, taking the prominence out of the focus of placements negotiation and evaluation.