How Coca-Cola and Lacoste derived maximum value from Stranger Things product placements

Netflix’s Stranger Things has been a breakout success, and various brands have done their best to leverage it.

Some brands have outshined others, and one name worth noting is Coca-Cola. The popular carbonated soft drink company has leveraged the highest value from its screen time on Stranger Things so far, with the brand acquiring approximately $1.83 million from its exposure.

Coca-Cola, with its mark in the Stranger Things universe, has been making four-times the value of their famous well-known competition Pepsi ($438,000).

They were reportedly the largest buyer of product placement in Stranger Things and topped the leaderboard for Net Placement Value from Season 4 Vol.1 of the show.

Here’s what Dominic Prince, associate director of product had to say: “Our total valuation of the product placements in the first seven episodes of Season 4 so far is $13.7m across the UK and US. Factoring in global audiences, the release of the last two episodes and the lifetime viewership of the season, Netflix is set to deliver many millions more in marketing value for the brands it works with.”

A close second was the French fashion brand Lacoste, which netted $1.8 million worth of exposure over the first 28 days of viewership. Fascinatingly, the brand managed to do this by appearing in just one episode when Jason Carver (portrayed by Mason Dye) donned its trademark white polo shirt.

Other brands who made big profits include Jif Peanut Butter ($879,000 of placement value), which was a key plot device when Joyce Byers smashed a jar to free herself from captivity.

Famous footwear brand Reebok also made its mark ($1.42m of exposure).

One last thing that cannot go without mentioning is the surprise rediscovery of Kate Bush’s iconic song Running Up That Hill, which has been topping the charts once again and in the process also netting Sony $635,000 in placement value.

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