Back
~
2
min read
· Posted on
February 21, 2024

Peloton's product placement in the new SATC killed it - and not in a good way

Last week, the new Sex And The City spin-off, And Just Like That, premiered. And well, there's a dark twist...

What's the key learning?

  • One of the characters from the new Sex And The City spin-off died from a heart attack after taking a 45-minute Peloton class
  • And just like that, Peloton shares fell 11%
  • Product placement is a form of advertising where branded goods are featured in movies or TV series...but it ain't always a hit.

Background: Last week, the new Sex And The City spin-off, And Just Like That, premiered. And well, there's a dark twist that sent the internet into a frenzy...and Peloton shares tumbling. Semi-spoiler alert.

What happened: One of the characters died from a heart attack after taking a 45-minute Peloton class. And while Peloton knew their product would feature in the series...they didn't realise it'd be like that.

What else: And just like that, Peloton shares fell 11%. Peloton's been trying to make light of it with a new ad...but really, they're in #damagecontrol.

So what's the key learning?

💡Product placement is a form of advertising where branded goods are featured in movies or TV series.

💡It's generally an effective way for brands to generate positive publicity, because people associate the brand or product with their favourite characters.

💡But it ain't always a hit. If a product is used in a negative way, it can actually have the opposite effect...like when Cristiano Ronaldo snubbed Coke at a press conference this year, and sent the company's market value down US$4 billion. And just like what we're seeing now with Peloton.

Ready to win at money?

Sign up for Flux and join 100,000 members of the Flux family

A button to App StoreGoogle Play store button
Excellent  4.9 out of 5
Star rating
No items found.