Table of Contents

1. Key Highlights:
2. Introduction
3. Surge in Viewership: A Marketing Goldmine
4. The Significance of Gen Z Engagement
5. FAQs

Key Highlights:

• The third season of The Summer I Turned Pretty premiered on July 16, 2025, gathering 25 million viewers in its first week, a 40% increase from Season 2.
• Major brands like Catbird, Sour Patch Kids, Solid & Striped, and Coach are engaging in innovative partnerships with the show, capitalizing on its growing popularity.
• These collaborations encompass product placements and branded items directly tied to pivotal moments within the storyline, reflecting a marketing strategy that resonates strongly with Gen Z and broader audiences.

Introduction

As The Summer I Turned Pretty sails into its final season, the series has become a beacon for brands eager to connect with its dynamic fanbase. Premiering its third season on July 16, 2025, the show drew astronomical viewership, amassing 25 million viewers globally within the first week — a striking 40% increase compared to its previous season. As the excitement swells, brands including Catbird jewelry, Sour Patch Kids, Solid & Striped, and Coach have stepped up to not only promote their products but also integrate them organically into the fabric of the series. Such strategic partnerships illustrate a shifting paradigm in marketing, where emotional storytelling and genuine connections take precedence over mere visibility.

Surge in Viewership: A Marketing Goldmine

The sharp rise in viewership from Season 2 to Season 3 is indicative of the show's growing cultural impact. With a tripling of viewership numbers in the initial week across seasons, Amazon Prime Video has recognized this momentum to forge meaningful collaborations with brands. This strategy not only enhances the narrative of The Summer I Turned Pretty but also offers brands a unique platform to engage with audiences who are already emotionally tied to the characters and their journeys.

The Power of Integrative Brand Partnerships

Now, let’s delve deeper into the specifics of these brand collaborations, examining how each partnership has been structured to enhance both the consumer experience and the narrative of the show.

Catbird: Jewelry That Tells a Story

Jewelry brand Catbird has cleverly woven its pieces into pivotal moments of the series. The most notable instance occurred in the second episode of Season 3, where Jeremiah’s heartfelt proposal to Belly featured the Catbird Diamond Fizz Ring. This moment generated significant buzz online, resulting in an astounding 1,900% surge in page views for that product on Catbird's e-commerce site shortly after airing.

The collaboration stemmed from a personal connection, facilitated by Carol Lim, co-founder of Opening Ceremony and the show’s stylist, who reached out via Instagram. This synergy led to the creation of a seven-piece jewelry collection, highlighting not just the aesthetic but also the character progression of Belly.

Leigh Plessner, Catbird’s chief creative officer, noted that despite the youthful characters, the show resonates across generational demographics. In her view, the importance of jewelry in the storytelling reflects a well-thought-out partnership, as it enhances the depth and connectivity of Belly's character arc.

Sour Patch Kids: Sweetening the Narrative

Sour Patch Kids’ integration into the show is another example of brand synergy that perfectly matches the target demographic. Given the series' heavy leaning toward Gen Z, Sour Patch Kids aimed to curate a sponsorship that felt genuine and reflective of the narrative. The brand had previously appeared in Season 2, effortlessly aligning the characters' dynamics with the candy’s playful essence.

For Season 3, Mondelez International launched exclusive themed packs of Sour Patch Kids and Swedish Fish, playing into the ongoing Team Conrad and Team Jeremiah storyline. The limited releases, alongside themed watch-party snacks, created an interactive viewing experience that engaged fans beyond the episodes. This strategic alignment, which pairs characters with the qualities of the candies, exemplifies not just product placement but a curated marketing strategy that aligns with storytelling arcs.

Solid & Striped: Fashion Meets Functionality

Closely aligned with the show's visuals, Solid & Striped began its journey via organic incorporation of their swimsuits in earlier seasons. As audiences felt a natural connection with Belly's fashion choices, the brand recognized an opportunity to solidify its presence through a capsule collection designed with input from Lim.

The integration was designed to appear seamless within the narrative, enhancing storytelling rather than detracting from it. Michelle Guiles, the COO of Solid & Striped, highlighted how the collaboration drove engagement rates significantly higher than normal, indicating a deep connection between audience and brand through shared aesthetics.

Coach: More Than Just Accessories

Coach took a multifaceted approach by not only showcasing its products through the show but also introducing a capsule collection inspired by the series' themes of youth and self-discovery. The collaboration spans 21 unique bags, sold on multiple platforms, including Amazon. The strategy emphasizes meaningful participation in the show’s cultural fabric, resonating even beyond the target demographics.

Jennifer Yue, the senior vice president at Coach, stated that the alignment of Coach’s ethos with the show’s narrative allowed for a genuine engagement with viewers, advocating for a dual experience of product use coupled with emotional storytelling. The success of this partnership illustrates how brands can transcend traditional marketing by embedding their identity into cultural moments that resonate significantly with audiences.

The Significance of Gen Z Engagement

The trend of brands aligning with culturally resonant content specifically targets the rising influence of Gen Z consumers. This demographic doesn't just value products; they seek authentic connections with brands that reflect their values and lifestyle. As The Summer I Turned Pretty captures the essence of youth experiences, brands are finding opportunities to embed themselves in conversations, further enhancing brand loyalty through shared narratives.

Social Media Amplification

The presence of these brands within the show's narrative naturally translates to social media dialogues. Brands have noted a surge in engagement metrics directly attributed to their associations with The Summer I Turned Pretty. The visibility and discussion generated through episodic exposure create ripple effects across platforms, further amplifying reach among core audiences.

For instance, reactions to character-driven moments featuring Catbird jewelry or snacks from Sour Patch Kids allow fans to engage more deeply with the content. This not only generates buzz but also establishes a community where brand narratives can intertwine with personal experiences of viewers.

FAQs

What is The Summer I Turned Pretty about? The Summer I Turned Pretty explores the coming-of-age experiences of a young woman named Belly as she navigates relationships and self-discovery during summer vacations spent at a beach house.

Why do brands partner with TV shows? Brands partner with TV shows to reach dedicated audiences, enhance the storytelling experience, and create emotional connections through product placements and collaborations. This can lead to increased brand awareness and customer loyalty.

How does Gen Z influence marketing strategies? Gen Z emphasizes authenticity, sustainability, and relatable brand narratives. Marketing strategies are evolving to incorporate these values, often leveraging social media and cultural moments to resonate with this demographic.

What role does social media play in amplifying brand partnerships? Social media serves as a platform for dialogue and connection between brands and audiences, facilitating immediate feedback, increasing engagement, and boosting the visibility of product placements tied to popular shows.

Are the products featured in the show available for purchase? Yes, many brands featured in The Summer I Turned Pretty have made their products available for purchase via platforms like Amazon and their own e-commerce sites. This allows fans to recreate the experiences enjoyed by their favorite characters.