Netflix works with brands on product placement, marketing tie-ins, or licensing deals tied to some of its shows.
The 2 power players at Netflix who are leading its early marketing work with brands like Coca-Cola and LyftSince Netflix doesn't sell advertising, the most common way that brands get into Netflix originals is through product placement.
Some productions make creative choices to write brands into series, like the Duffer Brothers did with Eggo waffles, KFC chicken, and New Coke in"Stranger Things." Brands typically don't pay to be in Netflix shows. But there are many different kinds of Netflix originals, some of which are acquired or coproduced with other studios. Some placements are paid for.
We saw this most recently around"Stranger Things," when Netflix amplified some of the brands that appeared in the shows with partnerships outside of the platform, such as"Stranger Things"-themed Coca-Cola cans and products tied to the integration of New Coke into the series. There were also brand partnerships that lived entirely outside of the show, like Baskin-Robbin's Scoops Ahoy pop-up experience.
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