You’d think a show about rich people relaxing in a five-star resort in Thailand wouldn’t be exciting to watch. However, when you throw in a murder and twisted, dark family dynamics, things start to get interesting.
The White Lotus has taken the world by storm since it first launched in 2021, with the third season finishing earlier this month. People are talking about it on podcasts, sharing memes on social media, and holding themed watch parties—with the UK seeing Thai takeaway orders increase by 25%!
This show hasn’t just captured viewers’ hearts and minds; it’s also inspired a wealth of cross-over branding and partnerships, with brands celebrating the show through food, clothing, and toiletries.
So, what can your brand learn from The White Lotus? Grab your passport, dig out your overnight bag, and come on board with us as we share our thoughts.
Note: This article mentions spoilers and discusses some themes some readers may find distressing.
Product placement can make (or break) a brand
The White Lotus is known for showcasing luxurious clothing brands, from Gucci bags to Rolex watches.
Not only this, but each season was filmed at a real-world Four Seasons resort, a strategic partnership that has become highly lucrative. Four Seasons now offers a tour where holiday goers can travel to each filming location by private jet, at a cost of $188,000 per person.
While The White Lotus uses product placement to its advantage, it’s by no means the first show to do so.
Several decades ago, it was common for a single sponsor to underwrite an entire television or radio show. Thirty, forty, even fifty years ago, there was no internet or social media, so advertising on a TV show was an easy way to get people’s attention and raise brand awareness.
Nowadays, a promotion in a well-received TV show or film can extend your reach and make you visible to an international audience.
Kate Bush went viral after one of her songs appeared in a pivotal scene in Stranger Things, nearly four decades after its release. Aston Martin has been the vehicle of choice in James Bond movies throughout the franchise. AFC Richmond, the fictional soccer team in Ted Lasso, was sponsored by Nike, which led to a real-life clothing collaboration.
However, brands can also experience negativity after featuring during specific plot points. For example, Peloton had a PR crisis on its hands when Mr. Big in And Just Like That… suffered a fatal heart attack on one of its exercise bikes.
Even The White Lotus isn’t immune from branding fails. Coffee-Mate released a Piña Colada-flavored coffee creamer in collaboration with the show, but launched it before the end of the series when Timothy Ratliff tried to kill his family with poisoned Piña Coladas.
Luckily the brand took it in stride, with an Instagram post saying, “Well, this is awkward.”
(Duke University wasn’t as pleased with its clothing being worn during the same subplot.)
People buy from people
Authors often talk about the eight deadly words when writing: “I don’t care what happens to these people.” This means that if characters are boring or unengaging, people will give up on them.
The beauty of The White Lotus’s branding is that you’re invested in the characters, even if you love to hate them. Take Victoria Ratliff in season three—a spoiled, self-centered, materialistic woman who thrives on drama and yet, has captivated the internet (check out this remix of her iconic catchphrase.)
People resonate with a well-written story and its characters and ultimately feel like they know them. This means that when a brand like CB2 launches its White Lotus collab (seen above), you can feel like a character at the hotel, chilling out at the poolside, cold drink in hand.
Build your brand on multiple levels.
You know your brand has hit the big time when it appears in places you typically wouldn’t expect. The White Lotus has experienced this not only with a never-ending flow of memes and themed parties, but also mentions in unusual places.
Healthline created an article touching on lorazepam misuse, a common theme in series three, while the phrase “Live Laugh Lorazepam” has made it onto posters, mugs, cross stitches, and make-up cases.
The White Lotus is an immersive experience, primarily based around fun and entertainment, something people are crying out for in these divisive times. By branching out and capturing people’s attention, it keeps them talking, even after the current series has ended.
Keep your branding consistent
Consistency is everything in branding. A shaky brand message means you waste money, confuse customers, and lose trust.
The White Lotus has a distinct look and feel when it comes to visual identity (especially when it comes to colors and prints), which gives it a significant advantage. Brands it partners with all share that unique presence, leading to a cohesive appearance.
Above is an example of White Lotus branding from Fair Harbor, Blissy, and H&M—three different brands that look like they could all be a part of the same product line.
You need to shake things up every now and then
While some businesses can get away with the same brand identity for years at a time, good brands know when it’s time to mix things up.
Of course, rebranding for the sake of it is never a good idea. But a strategic refresh can keep customers invested.
The White Lotus uses a different location each series, with the previous seasons taking place in Hawaii and Sicily. And with a few exceptions, the show calls upon a new roster of characters each time.
The big question we have is, where will season four take place? Rumors are that it could be filmed anywhere in the world, from the balmy riads of Morocco to the bracing landscapes of Norway.
We don’t know about you, but we’re looking forward to seeing where the White Lotus (and its branding) takes us next!
p.s. If you enjoyed this post, why not check out our article about the Brat album cover and how it’s a masterclass in brand awareness?