What's happened
Coffee-Mate's piña colada creamer, launched in collaboration with HBO's The White Lotus, faced unexpected backlash after a shocking plot twist in the show's finale. The brand's marketing team was unaware of the episode's dark storyline involving poisoned drinks, leading to an awkward social media response.
What's behind the headline?
Marketing Misstep
- Coffee-Mate's collaboration with The White Lotus was intended to boost brand visibility through thematic flavors.
- The unexpected plot twist involving poisoned piña coladas has raised questions about the effectiveness of brand tie-ins with media content.
- The brand's quick social media response, while humorous, highlights the risks of aligning products with entertainment narratives that may take dark turns.
Consumer Reaction
- The Instagram post stating 'Well this is awkward' received significant engagement, indicating that consumers are intrigued by the connection between the product and the show's plot.
- The potential for increased sales due to novelty could offset initial backlash, as consumers may be curious to try the flavor after the episode.
Future Implications
- This incident may prompt brands to reconsider the narratives they align with in promotional campaigns, ensuring they are aware of plot developments that could impact public perception.
- As the market for limited-edition flavors grows, brands must balance creativity with caution to avoid similar pitfalls in the future.
What the papers say
According to the New York Post, Coffee-Mate's piña colada creamer was unexpectedly featured in a dark plot twist during The White Lotus finale, leading to a humorous yet awkward response from the brand on social media. Daniel Jhung, president of Nestlé USA's coffee and beverage division, stated, 'We didn’t know that piña colada was such a featured part of the last episode.' The Guardian echoed this sentiment, noting that the marketing team was surprised by the episode's events, which involved a character attempting to poison his family with the drink. Business Insider UK highlighted the potential for increased sales due to the novelty of the flavor, suggesting that the unexpected publicity could ultimately benefit the brand despite the initial awkwardness.
How we got here
Coffee-Mate partnered with HBO to create limited-edition creamers, including piña colada, ahead of The White Lotus's third season. The show's finale featured a disturbing plot involving poisoned piña coladas, which caught the brand off guard.
Go deeper
- What was the audience's reaction to the finale?
- How did Coffee-Mate's sales change after the episode?
- What other brands have faced similar situations?
Common question
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What Went Wrong with Coffee-Mate's Marketing Strategy with The White Lotus?
Coffee-Mate's recent marketing collaboration with HBO's The White Lotus took an unexpected turn when the show's finale featured a shocking plot twist involving their piña colada creamer. This incident raises questions about brand awareness and the challenges of aligning marketing strategies with sensitive content. Below, we explore the implications of this marketing misstep and what it means for brands navigating similar situations.
More on these topics
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The United States of America, commonly known as the United States or America, is a country mostly located in central North America, between Canada and Mexico.
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The White Lotus is an upcoming American satire comedy television miniseries created by Mike White that is set to premiere on HBO on July 11, 2021.