It is out of fire.
From time to time, a television or film program has a brand tie that loses the point.
For example, the successful Appletv+ Show “Severance” is essentially about how work is hell … But the official podcast of the program is full of advertisements for work -related platforms.
The iconic red layers in “The Handmaid’s Tale” are used to oppress women in that story, so although designer Christian Siriano is collaborating with Hulu to “claim” the appearance, using the outfits on the catwalk (as part of his autumn/winter 2025 collection) it seems to be overwhelming enough to make any fan or the program say “Yikes.”
“I think that sometimes when brands are wrong: the desire to be associated with a thing that has the following is understandable,” said Zoe Kessler, executive creative director of Johannes Leonardo, to the post.
She added: “To do it well is more difficult, because a little more consideration and strategy are needed to appear in a way that is more specific.”
Another failed fault was when Cover Girl made a “Hunger Games” makeup collection.
In the context of that story, the people who wore makeup were citizens of the Capitol, who happily saw children fight until death. Katniss Everdeen (Jennifer Lawrence) also put up up to rise makeup, since he was paraded by his oppressive government before being forced to fight other adolescents.
Then, at that time, a collection of makeup like Unte hits like GLIB and Lordy.
In brand failures like that, Kessler explained, “what they are doing is borrowing the heritage, but not based on it”, which leads to the type of tie the “surface level” false rings to the public.
Because “The Hunger Games” had a specific underlying theme, he said that a brand tied should have asked: “How can we build that, instead of answering it superficially, so that there is meaning for consumers?”
Magda Tomaszewski, head of brand management in Gus, told The Post that when brands are linked to television programs: “They need to appear with intention and meaning. But most importantly, a deep stop of the audience.”
She explained, “I Think when a brand is partner with a tv show or any child of entertainment ip, it’s not just just about aligning with the story – it’s picking how the audience connects emotionally with story, and then thatting that shortting thatting thatting thats thattes thattes thattes thattes thattes thattes thattes thattes thattes that to that is data to that is data to that is data to that is data to that is data That is the connection of the cones of God instead of distracting it.
Without considering that perspective of the audience, he said: “Even a well -intentioned association can feel out of key.”
When the marks the links go wrong, he said that he speaks towards “perhaps not deepening some of the nuances and tones of television or public programs.”
But, not all apparently strange brand ties are failures.
For example, the Four Seasons announced a global brand association with HBO for “The White Lotus”, since the successful program often the complex as a place of filming.
That may seem an instance of losing the point, because Altegh the program represents exotic vacations, the trips of the characters always end with a death.
“I think it really works well for them,” said Tomaszewski.
“I think if something becomes [the resort] More reservations and more visits, “she continued.” I know that I get used to visiting the four season in Maui, because I am a fan of the television program. “
Despite the murder in the plot of the program, he said: “I think the association feels quite organic and makes a lot of sense.”
Kessler agreed, and added that despite the murder element of the plot, “I still move away from the” white lotus “, thinking:” Wow, that complex is so beautiful! “
“In any case, if I am in Four Seasons, it would be interesting to make a mysterious tied of a child or kill as a trick in one of the hotels. I would be out if I were working on that brand. I think it is an interesting hotel tied.”
There are also cases in which brands get angry with the way they are represented in a program.
For example, the University of Duke took a statement that admonished “The White Lotus” for having a scene in which Timothy (Jason Isaacs) wore his logo on a shirt while holding a gun in his head.
“I understand the initial reaction, but when you move away, the real association feels more positive than negative, especially if Duke wants to be a place that cultivates successful and rich students,” said Tomaszewski.
“When speaking, they did not involuntarily stood out something that would probably have flown under the radar.”
And in the “sex and the city” Spin -off “and simply so”, Peleton was not very happy after the show meant that the brand was without freely involved in the death of Mr. Big (Chris Noth).
But, other brands such as Coffee Mate, who had a tied to the traction of “White Lotus” Pina Creamer quickly after the final of season 3 of the program almost used that drink in an aborted plot of murder-suicide.
The brand had known about that plot, and they recognized it with a playful statement: “Well, this is uncomfortable.”
Tomaszewski described that: “A great example of an inclined brand at the time with a wink, showing that they understand the cultural context in which they are playing and remain faithful to their brand.”
He added: “At the end of the day, it is a guided show to entertain. And for brands, that is an invitation to enter that world and explore creative and reflective ways to expand it.”
Kessler cited the movie “Barbie” as an example of a film that did a “phenomenal work” with its brand associations. Margot Robbie’s film had a vertiginous variety of linked brands, which include frozen yogurt from Pinkberry, fashion marks such as Pac Sun, NYX makeup, Funboy pool floats and more.
“We, as humans, see ads all the time every day. And we have a very high shit meter for it, now. Consumers know exactly when something is an announcement,” he explained.
“And so, if they are consuming premium content as the programs that you have mentioned in the legs, they are hyper aware of when you move away from that and in the world of advertisements. I encourage brands and creatives to find ways in which this is that this is that this is that this is that this is that this is how you pray.” “” “”
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