Gen Z is a very hard-to-please bunch of consumers. When it comes to marketing, they’ll sus out the tiniest sliver of inauthenticity anywhere. However, the brands that are clocked into The Summer I Turned Pretty are the ones raking in giant engagement figures right now.
The first few episodes of Amazon Prime Video’s The Summer I Turned Pretty have delivered no shortage of drama, from fights and cheating scandals to surprise engagements. And what are the best brands doing? They’re picking whether they’re Team Jeremiah or Conrad.
The real breakout stars of the series might just be the shoppable moments and relatable TikToks, powered and presented by a lineup of brands.
Amazon’s retail media advertising revenue is projected to reach $60 billion this year, underscoring the growing importance of shoppable content within its broader e-commerce strategy.
With Gen Z now holding significant spending power, marketers are under pressure to connect with this always-online, content-savvy audience.
Amazon has embraced this challenge by weaving collaborations with brands and product links directly into the fabric of The Summer I Turned Pretty, including a Prime Video shopping tab that allows viewers to purchase items featured in the show in real time.
According to eMarketer, more than half of teens say Amazon is their favourite online shopping platform, and 45% start their product searches there. Gen Z are also far more likely to use social media for search and discovery, making The Summer I Turned Pretty the perfect playground for brands looking to tap into the generation’s hybrid habits of viewing and shopping.
Marketers: meet Gen Z where they are
Season three of The Summer I Turned Pretty drew over 25 million global viewers in its first week, with a 40% increase in viewership compared to the season two launch. According to Amazon, it’s now the most-watched season of television among women aged 18 to 34: a key Gen Z and Millennial demographic. Product placement across the show is both strategic and seamless, reflecting its reach and cultural impact.
Here’s a closer look at how brands are appearing in season three, and why it matters:
Coach
Main character Belly Conklin (Lola Tung) and her best friend Taylor Jewel (Rain Spencer) are regularly seen with their Coach handbags, complete with the label’s signature “C” buckle.
Beyond the show, Coach has released its Summer in Bloom collection in collaboration with the show, including bags and charms that mirror The Summer I Turned Pretty’s visual aesthetic. The brand also partnered with Tung, who starred in a campaign tied to the collection, which plays in every advertisement break. Launched just in time for back-to-school shopping, the line aligns perfectly with Belly’s on-screen university years.
Stanley
The now-iconic 40-ounce Stanley Quencher tumbler, a staple among Gen Z and TikTok influencers, also makes an appearance, seen in the hands of Taylor’s mum, Lucinda, who is known to keep up with the kids.
It’s another great blend of Gen Z’s pre-existing interests and current favourite TV shows.
Catbird
One of the season’s most viral product moments is Belly’s engagement ring: the Diamond Fizz Ring by Catbird. The delicate 14k gold band features a 0.089-carat diamond and retails for $298.
On TikTok, the search “belly engagement ring” has a popularity score of 92 out of 100, pointing to its breakout status. Capitalising on the moment, the Brooklyn-based jeweller has launched a collaborative line inspired by the show, featuring seashells, floral motifs and infinity symbols.
Coca-Cola
Coca-Cola has long been a part of The Summer I Turned Pretty universe, with its bottles and cans making frequent appearances. In season three, the brand follows the characters from Cousins Beach to Finch College, where Belly and Taylor are seen studying in the library with a bottle of Coke between them.
Another cultural moment for Prime
Other brands woven into The Summer I Turned Pretty this season include Sour Patch Kids, Paul Mitchell, and Kiss, alongside a bathing suit line created in partnership with Solid & Striped.
Several TSITP-branded products received a lift during Amazon Prime Day, including Just Justice’s Cousins Beach perfume, which was discounted to $9.99 - a 23% markdown that likely helped boost sales.
Brands like American Eagle have gone so far as to make an entire clothing collection dedicated to the show. It’s nice to see them hitting the mark after their Sydney Sweeney Campaign.
Brands are showing up on socials
The way to a Gen Z’s heart is through their For You page. Brands don’t even need to be selling a product to hop on the bandwagon.
I’m not even talking about relevant brands at this point: everyone from FC Barcelona to Duolingo is getting involved, all over the world.
The businesses that get involved with The Summer I Turned Pretty are turning their brands into communities. And it seems that being Team Conrad might just be the way you hook in thousands of new customers.
For marketers trying to reach Gen Z, The Summer I Turned Pretty presents a perfect storm. Massive cultural influence, social media engagement, and a built-in shopping experience. What’s not to love?
