Carbon-neutral water brand Icelandic Glacial has secured product placement in 10 Hollywood films this year as it sets out to become a top-five player in the UK market.

The movies What Happens in Vegas starring Cameron Diaz, Righteous Kill starring Robert De Niro and Al Pacino and Columbus Day with Val Kilmer are among the films that feature the brand.

The aim was to build awareness in the UK through "intelligent" placement, according to sales director Simon Hilliar.