It is not today that brands want to become “part of the conversation.” Of zeitgeistor “spirit of the time”, rather. The techniques of product placement They are old known to Rede Globofor example, who has always inserted some product or service sponsored in the daily life of the protagonists. With social networks, companies started participating in trends and from memesin an attempt to surf in the affairs.
The White Lotusthe “prime time” series of HBOis taking this to another level.
The third season of the series did not even have to prove the audience metrics to win a series of heavy sponsors even before the debut, which took place last Sunday (16).
Names like American Express, Tanqueray, BMW, Google arranged ways to associate with hype From the series, investing a good part of the marketing budget to create completely new experiences and products inspired by production.
Not to mention other brands- of fashion, especially- that took advantage of the timing to launch licensed productsfilling the catalogs with pieces that refer to the tropical climate of Thailand, which is the scenario of the new season, and to the fictitious “The White Lotus Resort & Spa”.
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A WWD – Women’s Wear Daily He mapped 14 different collections so far. ABERCROMBIE & FITCH, H&M, BANANA REPUBLIC and several other brands want to capitalize on the program, transforming the hype in revenue at the end of the month.
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Of course, here is a disclaimer: The other two seasons of the series were Criticism and audience successes. They have received 23 nominations for the Emmy Awards (the television Oscar) and won 6 awards.
- White Lotus follows a logic of anthologies. This means that each sequence of 10 episodes tells a different and individual story with different protagonists. Also, each takes place in a unit different from the resort. So far, production has gone to Hawaii, Italy and now to Thailand.
That is, it is not as if the marks are betting on something totally unknown and unpredictable. Next to productions such as Succession, Euphoria, The Last of Us e Game of Thrones, White Lotus “It made your name” and consolidated as one of HBO’s darling Sunday series.
In an era of streaming dominancewith signature plans that eliminate any type of ad, selling commercial spaces within history itself is a significant source of income for broadcasters.
With this, creative directors can “dream loud” and play ambitious productions, already with the income practically “guaranteed”, even before the series aired.
For advertising companies, the association with a successful television production brings a brand awareness and a brand power that is not easily achieved – nor by “spending the tubes” on ads on Instagram.
More than that, the product placement organic, associated with the plot and atmosphere of history, gives these companies a cultural prestige – Much more relevant than an ad that interrupts the episode and frustrates the viewer.
An article by the American Forbes summarizes this phenomenon as follows: “A product well placed in The White Lotus It is not just in the background, he is part of fantasy. ”
The speech of Pia Barlow, HBO and MAX Original Marketing Executive Vice President, more than confirms this trend of advertising industry:
“These partnerships are crucial, not only because they reach our audiences in creative ways that money can not buy, but also deepen fans’ engagement.”
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Premium audience: inside and outside the screens
The case of The White Lotus resembles that of Succession for two main reasons.
First, both series are considered “prestigious”; both because they are displayed in prime time of HBO and the good reception of criticism.
In addition, they portray a very specific audience – 1% of 1%. This portrait of ultra rich peopleAlthough in a satirical and critical way, it is an opportunity for premium brands.
Just think that Succession significantly stimulated the discussion about the quiet luxurythe “silent” luxury, without logomanias.
Dozens of luxury companiessuch as Zegna, Jacques Marie Mage, Loro Piana, Mercedes and Jaguar, bought sponsorship quotas in the time when the series was on the air, expecting to capture part of the spectator audience that aspired the same lifestyle as the Roy family.
The same happens with The White Lotus now.
American Express, which traditionally seeks the audience of high income Through Ultra Premium Credit Cards (such as Centurion), it made your intentions very clear in creating “The White Lotus Thailand Experience”, a themed script in Thailand, exclusive to people with the most exclusive cards.
In an official statement, Amex’s Vice President of Global Media, Jill Hamilton, said that the company “via a lot of natural synergy with the series, especially since card customers are exceptionally passionate about travel.”
- Kam, The island where the third season takes place, was included in the Amex list of destinations trend for 2025.
In addition, the US company has also sponsored behind-the-scenes content for fans to watch on streaming Max and social networks.
Similarly, the network Four Seasonswho has been a partner of the series since the first episode, will make a Wellness retreat, where guests will be able to take advantage of spa treatments and other experiences that will lead them to experience “an atmosphere White Lotus”.
To beverage company Diageo Launched a theme campaign promoting Gin Tanqueray and Vodka Ketel One. Google bet on a miniseries with cast members, aiming at promoting Google Pixel and Gemini tools.
In the new era of television-and advertising —, White Lotus seems to follow the steps of precursors like the series Sex & The Citywhich taught the public what was a sandal Manolo Blahnik, and the movies of the 007which dictated sector trends automotive to watchman.
* With information from Forbes, Variety and Adage.
