DC Comics has established some fake brands that have been pretty integral to the past 25 years of Superman. Soder Cola. Big Belly Burgers. Chocos (though that was more to replace the word Oreo for Martian Manhunter's addiction).
I don't mind product placement when it seems natural; but it's often hard to seem natural. The IHOP in Man of Steel was pretty dominant; it's almost like part of the movie was about IHOP. The Sears thing seemed more natural (though I apparently missed that Martha worked there?); even the Nikon camera wasn't quite as forced.