Stranger Things 4 product visibility is worth up to $25 million for Coke, Jif and other brands

Stranger Things is no stranger to Schilling.

The fourth season of the hit Netflix series continues the show’s tradition of putting myriad consumer brands at the forefront. The main characters dip into jars of Jif peanut butter, play Dungeons & Dragons or wear a cool Levi’s denim vest. And let’s not forget the telekinetic elf’s attempts to crush a can of Coca-Cola with just her wits. Actually the Product Placement Blogwho follows brands on TV shows has spotted more than 140 in the first seven episodes of Stranger Things 4, including Skittles candy, a Minute Maid juice box, the Sony Walkman and Miller beer.

Such product placements have real value as a form of advertising – and marketers say they could easily be worth tens of millions of dollars for the brands featured on Stranger Things.

Brands like Minute Maid (which is drunk by Priah Ferguson’s Erica Sinclair) often take center stage in Stranger Things season four.


Concave Brand Tracking, a UK company that analyzes placements in film, television and other outlets, estimated the promotional value of participation in the third season of “Stranger Things” at 15 million US dollars when it last watched the ’80s-themed sci-fi/horror series created by sibling team Matt and Ross Duffer. Concave executive director Dominic Artzrouni told MarketWatch that he didn’t conduct a similar study for season four, but he noted that the level of product placement appears to be “on par” with what the show has done in the past Has.

Craig Agranoff, a Florida-based marketing executive, said the value could be significantly higher due to the show’s rising popularity. He gave an estimate of $25 million in free publicity for appearing on the show.

And Stacy Jones, chief executive officer of Hollywood Branded, a marketing agency that specializes in product placement, said the value “could reach the limits of ridiculousness” — mostly because she believes the series has such staying power will have.

“‘Stranger Things’ is going to be something that people will see in 15 or 20 years,” she said.


Jif Peanut Butter gets plenty of time to shine in the first part of Stranger Things 4.

Courtesy of Netflix

In fact, many people are watching the new series of episodes. Netflix reports that its fourth-season debut broke a network opening weekend record for an English-language series, with subscribers watched for 287 million hours over Memorial Day weekend.

And what other Netflix shows have been among the network’s most-watched programs over the past week? The first three seasons of Stranger Things, of course.


In the past, Netflix has said it hasn’t charged companies featured on the show, although traditionally such product placements can cost up to $1 million, according to Stacy Jones. In his report on Stranger Things season 3, Concave quoted a Netflix spokesperson as saying: “None of the brands and products appearing in ‘Stranger Things 3′ have been paid for or placed by any third party. They are all part of the Duffer Brothers’ storytelling, which references 1980s consumer and pop culture.”

Netflix has not responded to a MarketWatch request for comment.


Joseph Quinn, also known as newcomer Eddie Munson, wears a Levi’s signature denim vest in Stranger Things 4.

Courtesy of Netflix

Even brands that don’t appear in “Stranger Things” find ways to break their knees by creating product promotions or tie-ins to the series. Domino’s has started an app inspired by “Stranger Things”. for the pizza order. Doritos has an extra cheesy “3D” chip associated with the broadcast.

“We call it association fame,” said Kathleen Nelson, founder and president of PopLap Marketing, an agency that works with brands.

Nelson speaks from experience: she worked with Sperry, the brand known for their boat shoes, to create the shoe a shoe line tied to the Netflix series Outer Banks. “It sold out in less than a week,” she said.

It’s still a bit early to tell what impact the new season of Stranger Things might have on sales of brands associated with the series. But Domino’s officials said they’re pleased with the response to the pizza chain’s Stranger Things app so far.

“We get so much feedback. It takes people back to their childhood days in the ’80s,” said Kate Trumbull, Domino’s senior vice president. However, Domino officials declined to share sales numbers.


Sadie Sink (left) as Max Mayfield listens to Kate Bush on her Sony Walkman in “Stranger Things 4” – which propelled Bush to the top of iTunes after the season premiered.

Tina Rowden/Netflix

A clear beneficiary of the Stranger Things phenomenon is Kate Bush, the English singer-songwriter who rose to fame in the ’80s. Bush’s 1985 single “Running Up That Hill (A Deal with God)” plays a key role in the fourth season. The song of the 37-year-old reached 1st place on iTunes days after the season premiere.

Then there’s Stranger Sings! The parody musical.” The show, a song-filled parody of the series, was a hit in New York when it opened Off-Broadway in 2021. Now she’s coming to London and Australia, with plans to return to New York later this year. Its creators say the musical is a “love letter” to what “Stranger Things” represents – namely nostalgic charm and plenty of adventure, especially of the interdimensional kind.

Not to be outdone, Broadway is also banking on some “Stranger Things” buzz. Gaten Matarazzo, a popular member of the Netflix series, will appear soon in the Tony Award-winning musical Dear Evan Hansen. Stranger Things 4 product visibility is worth up to $25 million for Coke, Jif and other brands

Brian Lowry

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