Amazon Prime Video’s The Summer time I Turned Fairly’s ultimate season is nicely underway, and types are keen to achieve the present’s followers.
The third season of the present debuted on July 16 with two episodes, receiving 25 million viewers globally within the first week, in accordance with Amazon. That’s a 40% improve in viewership in comparison with the second season’s efficiency in the identical time interval. Moreover, the present’s viewership tripled from Season 1 to Season 3 within the first seven days.
Because the present’s recognition has grown because the sequence involves an finish, Amazon snagged offers with manufacturers together with Catbird jewellery, attire model Strong & Striped, and Bitter Patch Children that transcend product placement.
ADWEEK rounded up the manufacturers featured within the third season of The Summer time I Turned Fairly.
Catbird
Jewellery model Catbird scored an integration into some of the talked about moments of the present: Jeremiah’s proposal to Stomach within the second episode. Jeremiah proposes with Catbird’s dainty Diamond Fizz Ring, which generated a number of on-line chatter about its slight dimension.
Leigh Plessner, Catbird’s chief inventive officer, instructed ADWEEK that the model knew that the ring was going for use within the present, however seeing the way it was used and acquired by audiences was a enjoyable second. Inside a month of the episode airing, Catbird noticed a 1,900% improve in pageviews for the ring on the model’s ecommerce web site, in accordance with Catbird.
Stomach additionally wears Catbird’s 100 Summers Gold Chain with a daisy attraction within the present.
The partnership between Catbird and The Summer time I Turned Fairly took place after Opening Ceremony cofounder and the present’s stylist Carol Lim DMed Plessner’s private Instagram account. They then created a seven-piece jewellery assortment that’s out there on Catbird’s web site. It features a gold bracelet that reads Stomach in addition to a shell attraction.
Catbird has collaborated with Phoebe Bridgers, Laufey, Jenny Slate, and the Metropolitan Museum of Artwork up to now. The purpose is for partnerships to return from a spot of actual connection to the collaborative undertaking, mentioned Plessner. For The Summer time I Turned Fairly, Plessner felt that jewellery was a giant a part of the present’s story and of Stomach’s model evolution.
“One thing that’s actually particular in regards to the present is that although the principle characters are of a sure age, the fan base is throughout era and gender,” mentioned Plessner. “Whereas the idea of reaching younger folks is true, there’s a lot extra to it.”
Bitter Patch Children
Nonetheless, the present closely skews in the direction of Gen Z and teenagers—a core demographic that Bitter Patch Children makes use of to vet its partnerships, mentioned John Vasington, senior model supervisor of sweet at Mondelez Worldwide.
“To have a present that’s so standard amongst that viewers—and so naturally integrates our manufacturers in a method that feels actually resonant—had us very excited to make issues official and turn into official companions for season three,” mentioned Vasington.
Bitter Patch Children and Swedish Fish—each owned by Mondelez Worldwide—have been organically included within the second season of the present when Conrad buys Stomach Bitter Patch Children whereas Jeremiah buys her Swedish Fish.
“Every brother and their storyline as much as that time in Season 2 actually aligned with the manufacturers and the storytelling there,” mentioned Vasington.
He pointed to Jeremiah’s sweetness becoming with Swedish Fish. Conrad is extra reserved earlier than opening up embodying the bitter then candy style of Bitter Patch Children.
For Season 3, Mondelez launched unique Group Conrad and Group Jeremiah packs of Bitter Patch Children and Swedish Fish and watch social gathering snack mixes. Ten thousand of the Group Conrad and Group Jeremiah packs have been made to promote on Amazon. The packs are additionally on the market on teen-centric retailer IT’SUGAR. A handful of outlets together with Krogers and Albertsons additionally acquired in-store shows that includes the Conrad and Jeremiah characters.
Strong & Striped
Strong & Striped’s integration into the third season of the present got here from being organically a part of the primary season of the present when Stomach wears two of the model’s swimsuits. For Season 3, the attire model constructed a capsule assortment with Lim.
It’s the primary time that Strong & Striped has achieved a model integration and it felt like a pure match for the model, Ginger Lau, Strong & Striped’s design director, instructed ADWEEK.
“We selected to do it as a result of Stomach already wore Strong & Striped earlier than we formalized the partnership,” mentioned Lau. “We made positive that the items weren’t simply positioned, however felt like a part of the storytelling.”
Strong & Striped’s merchandise can be found on the model’s ecommerce web site and on Amazon.
On social media, Strong & Striped observed a surge in engagement in regards to the present, particularly amongst youthful audiences, mentioned Michelle Guiles, the model’s COO. The collaboration drove 2.5 occasions increased engagement than the model’s common social posts with notable will increase in attain and follower rely.
Coach
Coach can also be featured within the present, and is operating conventional adverts throughout breaks on the ad-supported tier of Prime Video.
The style model additionally created a capsule line of baggage impressed by the present. The gathering of 21 items consists of bag charms, a backpack, and quilted purses. Coach offered the merchandise by itself ecommerce web site in addition to Amazon—though the gathering is presently offered out on Amazon.
“It felt like a pure match for Coach and Coachtopia due to the way in which the present’s themes of youth, transformation and self-discovery align with our model values,” mentioned Jennifer Yue, svp of technique and client insights at Tapestry and Coach. “Our integration into the present has allowed us to be a part of the story and create a cultural second that resonates with Gen Z.”
