Brands are betting on The White Lotus collabs to be their next pop culture moment. From Stranger Things to Barbie to Wicked, entertainment collaborations have been a major marketing focus as Gen Z has grown up. And now, with the third season of The White Lotus set in Thailand, brands from Abercrombie and Supergoop to American Express and Fair Harbor swimwear are rolling out products inspired by the show’s luxe, tropical vibe. But it’s not just that brands want to make these happen—the studios do, too. Brand tie-ins that feel authentic to the show’s vibe can be massive awareness drivers for franchises targeting young consumers, and ones like The White Lotus with an even wider age range. It can also position brands as “fans” themselves, making them easier to connect with through products and social media content. (Modern Retail)
📊 YPulse data: 69% of 13-39-year-olds agree, “I want brands to collaborate for merch that’s outside of their field”
