Tag Archives: merchandising

by | Tuesday, June 28, 2022 · 7:31 am

“Stranger Things” Branding

Netflix’s “Stranger Things” has become something of a cultural phenomenon. Set in the fictional town of Hawkins, Indiana in the mid-80s, it echoes the trends and styles of small town America. It’s also a marketing phenom with dozens of product placements and tie-ins.

You can order a Domino’s pizza on the Stranger Things Dominos app extension. Or maybe you would rather eat Eggos, or 3D Doritos out of a Stranger Things-themed bag. Get dressed to go out wearing Nike and Adidas shoes. Drive a Cadillac or Chevrolet. And eat at Burger King or Kentucky Fried Chicken.

Season 4 continues the marketing momentum. The marketing tie-ins for 100 brands of cars, drinks, food, and more equaled more than $15 million in advertising value. It’s not just the time on the screen that brands value. Billions of media impressions also deliver billions of dollars in media value for featured products.

Netflix claims that none of the brands and products are paid-for placements – they are part of the story and fit into the 1980s lifestyle. Some brands – such as Nike, Levi’s, and Coca-Cola – also re-released throwback products in conjunction with the show to maintain their authenticity.

And let’s not forget about the official Stranger Things official store (open for a limited time only)!

Group Activities and Discussion Questions:

  1. Poll students: What have they observed in their purchases? Are the sizes or prices the same?
  2. View video about product placement on Netflix: https://youtu.be/UIKs0SCTxA4
  3. Outside classroom activity: Watch an episode or two of Stranger Things and list all the product placements.
  4. Show website for Concave brand tracking: https://concavebt.com/
  5. There are several good videos here on brand tracking and product placement.
  6. What is the difference between product placement and advertising?
  7. Divide students into teams. Have each team develop a product placement strategy for a product of their choosing.
  8. Finally, check out the store: https://strangerthings-store.com/

Sources:  How Netflix’s ‘Stranger Things’ brand partnerships can turn its fortunes upside down. (27 April 2022). Fast Company.

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by | Friday, November 5, 2021 · 7:45 am

The Squid Games Phenomenon

By this point in time, you have most likely heard about the hit show “Squid Games.” The South Korean series playing on Netflix is now the most-watched Netflix show ever – beating out recent hits as “Bridgerton,” “Lupin,” and “Stranger Things.”

In the unlikely case you haven’t seen or heard of the show, the dystopian drama is set on a mysterious island where all the game-players are literally playing for their lives. Dressed alike in teal-green track suits and white canvas sneakers, the 456 numbered players are forced to play children’s games (such a red-light green-light, marbles, and tug-of-war) to the death in order to pay off their crushing load of debt. They are controlled by faceless workers who also dressed alike in red jumpsuits and black masks.

While the high level of viewers watching the show isn’t too surprising, what is surprising is the level of merchandise being sold for the show. Not only are the track suits and t-shirts sold on Netflix, Walmart is also carrying the apparel on its website as part of the “Netflix Hub” of merchandise, along with Squid Game card games. The Walmart deal is the first online storefront that Netflix has created with a national retailer.

Netflix is a certainly an industry behemoth and now has more than 200 million subscribers around the globe. But it faces increasing competition from other streaming platforms such as Amazon, Disney+, and Apple+ TV. It is also entering the video game space in order to retain, and attract, subscribers. Original shows such as this one create buzz and garner more subscribers.

But, are you willing to play?

Group Activities and Discussion Questions:

  1. Discuss the show. Who has seen it? What are their thoughts about it.
  2. Show a trailer of the show at: https://youtu.be/oqxAJKy0ii4 (Warning: There is violence in the trailer.)
  3. Show the Netflix merchandise site at: https://www.netflix.shop/collections/shop-squid-game-merchandise
  4. Show Walmart’s Squid Games website store: https://www.walmart.com/search?q=squid+games
  5. What is the target market for Netflix? For the Squid Games show?
  6. Based on the target market profile, will the merchandise be a draw for those customers?

Source:  Ad Week; New York Times; Wall Street Journal; other news sources

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by | Friday, July 16, 2021 · 2:34 pm

Victoria’s Secret Updates Brand Personality

Branding is a critical thing – while usually a strong marketing point, it can also be used to defeat you. Think about brands that need to be revised, even if they have a strong position.

Let’s try it. What is the first brand that comes to mind for the phrase “sexy women’s lingerie?” Go ahead, think. I’ll wait. (Yeah, right, I don’t need to wait more than a brief second.) You said “Victoria’s Secret,” right?

Now, picture the Victoria’s Secret’s advertisements and images. The images focus on bodies that would be at home in Playboy magazine; bodies encased in wings, feathers, bangles, and sparkles.  Sexy supermodels. Remember the Victoria’s Secret Angels and TV fashion show? Certainly glitzy and entertaining, but not really an honest portrait for or of the average woman, and certainly not an image that connotes strong, fearless, women and their accomplishments.

The brand has recognized that it needs a refresh for today’s culture, and to that end has garnered representation from female trailblazers and icons including: Megan Rapinoe (soccer), Eileen Gu (Chinese American skier), Paloma Elsesser (biracial model and size 14), and Priyanka Chopra Jonas (Indian actor and tech investor), Valentina Sampaio (Brazilian trans model), Adut Akech (South Sudanese refugee and model), and Amanda de Cadenet (photographer).  Not a supermodel in the bunch.

Victoria’s Secret new approach is to become a leading global “advocate” for female empowerment, focusing on women’s reality rather than male fantasy images. The stakes are high. With a market share of 21%, revenue of more than $7 billion, 1,400 stores, and 32,000 retail jobs the company has a lot on the line. Critics decry the company’s links to a misogynistic culture that honored sexism, sizeism, and ageism.

Looks like rebranding can be a good thing.

Group Activities and Discussion Questions:

  1. Poll students: What brand comes to mind when you say “sexy female lingerie?”
  2. What images come to mind for Victoria’s Secret? What do the models look like? What is the focus of the advertising?
  3. Does this focus reflect today’s female culture?
  4. What do students think could be done to bring Victoria’s Secret branding to a more relevant place?
  5. Show a recent video: https://youtu.be/Pe3Nob7QM28
  6. Show the website: https://www.victoriassecret.com/us/
  7. What brands compete with Victoria’s Secret?
  8. What is their positioning?

Source:  New York Times; other news sources

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