The classical commercial breaks are not the only, and certainly not the best way to reach the most customers considering how many people have switched onto streaming platforms which meant brands have to keep pushing the creative boundaries and find ways to integrate themselves into our viewing experiences.
In 2023, The Summer I Turned Pretty entered a collaboration with American Eagle, which not only featured typical campaigns but also continuous product features, and even a direct link to lead you to the AE online shop from the Amazon website. Alongside this was an additional benefit – an in show link to the products appearing in the show once the pause button is clicked. With the campaign and the exclusive TSITP line being a hit, American Eagle leveraged on the rising popularity of the show and the cast, which now for the third season many brands have recognised as well.
In its first week on Prime the third season of TSITP attracted 25 million global viewers, with viewership up 40% compared to season two’s release – the majority of the audience being women aged 18 – 34. According to research, Gen Z are the most supportive demographic when it comes to product placements in media, confirming that the brands ideas of such integration is more receptive and engaging.
- COACH
Belly Conklin (Lola Tung), the lead of the show, is often seen carrying the iconic “C” buckle bag alongside her best friend Taylor Jewel (Rain Spencer). Beyond this in-show feature, Coach has also launched a capsule collection of bags and charms that are inspired by the show, called “Summer in Bloom”. Coach has also entered a collaboration with Lola Tung, who was seen in all Coach outfits, as well as as the face of the campaign.
- Catbird
Hopefully this won’t be a spoiler, but one of the most noticed pieces from TSITP 3 is Belly’s engagement ring – the Diamond Fizz Ring by Catbird. This piece is an example of minimalist elegance, crafted from 14K recycled gold and featuring a 0.089-carat recycled round diamond. By integrating into the show, Catbird also allowed themselves to promote their ethical practices through eco-conscious jewellery.
The ring itself also sparked a lot of discussion online, where many fans found it to be a perfect minimalist ring while others joked on the size of it. Knowing that this would be one of the most talked about moments in the show, this is a perfect brand strategy for placement and sparking communication. It is worth mentioning that Catbird also launched an exclusive line featuring motifs tied to the show theme.
- Stanley
The famous Stanley cups… We all heard about them and we were all there for the viral moment they experienced, but now they got another in show feature. Finding its way in Taylor’s mom’s hands, she embodied the stereotypical “Stanley cup girl” aesthetic. It’s a playful nod to the tumbler’s transformation from functional drinkware to full-blown lifestyle symbol. By appearing in shows like TSITP, Stanley reinforces its image as a Gen Z essential and a product that blends into everyday life and inspires generations.
- Coca Cola
Coca-Cola has been a subtle but consistent presence in The Summer I Turned Pretty since season one, with its products naturally appearing in scenes set on Cousins Beach. In season three, the brand continues to follow the characters into their new setting college. One moment shows Belly and Taylor studying in the library, with a signature glass Coke bottle casually placed between them – a nod to comfort, nostalgia, and brand continuity.
This placement comes at a time Coca-Cola is struggling to retain and stay relevant to Gen Z customers, as they are switching over to healthier alternatives. This is a more subtle strategy for them to place their products, all while keeping to their main values and general campaigns they used to have – placing Coca-Cola in comfortable moments, with friends or gatherings so that is is viewed as part of the lifestyle.
