Brands Partner with 'The Summer I Turned Pretty' to Engage Gen Z Audience

What's Happening?

Amazon Prime Video's series 'The Summer I Turned Pretty' has attracted significant brand partnerships as it reaches its final season. The show has seen a substantial increase in viewership, with the third season debuting to 25 million viewers globally, marking a 40% rise from the previous season. Brands such as Catbird jewelry, Solid & Striped apparel, and Sour Patch Kids have integrated their products into the show, leveraging its popularity to reach Gen Z audiences. These partnerships go beyond traditional product placement, with Catbird experiencing a 1,900% increase in pageviews for a featured ring.

Why It's Important?

The collaboration between brands and popular media content like 'The Summer I Turned Pretty' highlights a strategic shift in marketing aimed at engaging younger demographics. By integrating products into the narrative, brands can create more authentic connections with audiences, enhancing brand visibility and driving consumer interest. This approach reflects the growing importance of content-driven marketing strategies in reaching Gen Z, who are known for valuing authenticity and connection with brands.