The link between brands and the audiovisual industry to promote films and series is not a new strategy. It reached its peak a few years ago with the cultural and social phenomenon that was “Barbie” and has been observed recently with “Wicked” or the latest installment of “Stranger Things”. Now the market continues to explore that connection before the premiere of the fourth season of “The Bridgertons.”
Netflix has turned collaboration with brands into a key strategy to promote its titles
The series, from the Shondaland production company and available on Netflix, adapts the saga written by Julia Quinn and since its launch in 2020 has amassed thousands of followers globally. The streaming platform has set out to turn the new season, which lands in the catalog on January 29, into an international event and has promoted a new strategy of collaborations based on its intellectual property, an approach that has now become fundamental for the company’s marketing.
Thus, brands from categories such as beauty and hygiene, well-being or food have joined the promotional campaign of “The Bridgertons”, betting on innovation and development of products aligned with the nineteenth-century aesthetic of the series. Alliances expand the notoriety and reach of production while enhancing the cultural relevance of brands and their products
Dove lotions for a unique experience
The soap and lotion brand Dove has been one of those that has joined the collaboration with the platform, and has launched a limited edition collection of hygiene and skin care products that, according to the Unilever logo, will transport consumers to the gardens, palaces and balls that the series recreates.
The fragrances developed by Dove have been inspired by the fictional universe created by “The Bridgertons”. The collection, available in the United States through the Target supermarket, is made up of four aromas that seek to turn hygiene and care routines into a romantic and sensual experience, characteristics of the Netflix series.
Consumers will find “Moonlit masquerade,” based on hydrangeas and white wisteria; “Whispering wisteria”, with notes of orchids and sparkling champagne; “Love & meadows”, with basil and bergamot; and “Raspberry rendezvous,” inspired by roses and raspberries.
Pandora reinvents 19th century jewelry
The jewelry brand Pandora has created, on the occasion of the premiere of the new season, an exclusive jewelry collection made up of 14 different pieces, which it has called “Rules to Love By.” With it, he invites “The Bridgertons” fans to celebrate love and friendship following their own rules.
The jewelry is inspired by the British Regency era, between the end of the 18th century and the mid-19th century, and in which the series is set. As the brand explains in a statement, the pieces reflect the elegance and symbolism of the period with designs that combine romance and fantasy and reinvent historical motifs.
They are made from 100% recycled sterling silver, are 14k gold plated, and feature select cubic zirconia stones, crystal accents and freshwater cultured pearls. The jewelry can be purchased in Pandora stores starting January 15 and will appear in the second part of the season, which will be released starting February 26.
The collection is also promoted with photographs starring actresses Hannah Dodd and Claudia Jessie, who play Francesca Stirling and Eloise Bridgerton, respectively.
“Collaborations like this are fundamental to our strategy of connecting with consumers through culture and storytelling” said Jennie Farmer, Chief Marketing Officer of Pandora, in a statement. “Our partnership with Netflix and Shondaland reimagines the elegance and symbolism of the era from a contemporary perspective, while reinforcing Pandora’s commitment to responsible craftsmanship.”.
Ice cream to accompany “The Bridgertons”
The fantastic social events and abundant banquets that are part of the narrative of the series give rise to food brands to join the promotion of “The Bridgertons.” The ice cream brand Jeni’s Ice Creams does it with an exclusive flavor that it has called “Queen Charlotte Sponge Cake”, which will be available in stores and online starting January 15.
The flavor, according to the brand, is inspired by what Jeni’s imagines would be the favorite dessert of Queen Charlotte, one of the main characters of the series. It has been made from almond milk buttercream, raspberry and rose jam and golden honey cake, decorated with a lavender hue.
McCormick sweetens the viewing
Following the same line, the McCormick condiment brand has set out to sweeten the viewing of the new episodes of “The Bridgertons” and has created an exclusive collection of so-called “finishing sugar”, that is, flavored and/or textured sugar to sprinkle on top of desserts or drinks.
The collection is made up of three different flavors: “Strawberry & Cream”, “Sweet Lemon” and “Lavender Vanilla”. They are sold through Walmart separately or also as part of baking kits that, among other things, include cake mixes and sugars.
