When The Summer I Turned Pretty returned for its third season, Amazon Prime Video wasn’t the only one celebrating. The show pulled in 25 million global viewers in its first week, making it the series’ biggest premiere yet. For marketers, that kind of attention is gold. And while plenty of brands would love to hop on a project like this, the ones that did, including Catbird, Sour Patch Kids, and Coach, implemented various marketing strategies to achieve success.
Let’s get into these collabs and how Catbird, a Brooklyn-based jewelry company, turned a single on-screen moment into a viral sales surge.
Midway through Season 3, Jeremiah proposes to Belly with Catbird’s delicate Diamond Fizz Ring. The design wasn’t bold. It was simple, understated, and true to Belly’s youthful character. Almost immediately, fans started Googling the ring, and Catbird’s website traffic exploded.
The specs tell part of the story: recycled 14K yellow gold, a ~3 mm round diamond, and a price tag of around $298. That made it aspirational, but still affordable enough for younger fans to actually buy.
Catbird didn’t stop at one viral product. Riding the momentum, the brand launched a limited seven-piece jewelry collection inspired by the series, featuring rings, bracelets, and necklaces ranging from around $44 to $600.
By tying each item to characters and storylines, Catbird made the collection feel like a natural extension of the show’s universe.
The ring wasn’t just a prop, it was tied to a major emotional moment. That connection gave fans a reason to search, share, and buy.
At under $300, the Diamond Fizz Ring was attainable. The price point mattered just as much as the placement.
By rolling out the TSITP-inspired collection during the season, Catbird kept fans engaged while emotions were still high.
The online debate about the diamond’s size wasn’t a problem, it was free publicity. The conversation itself was the marketing.
Mondelez’s Sour Patch Kids and Swedish Fish weren’t just random product placements, they tied into the character narrative. Fans know that Jeremiah’s easy-going charm has always been paired with Swedish Fish, while Conrad’s guarded personality, tough exterior, but eventually warm inside, mirrors the “sour then sweet” bite of Sour Patch Kids. That bit of character branding made the candy placement feel clever rather than forced.
In Season 3, Mondelez released exclusive Team Conrad and Team Jeremiah snack packs and themed watch-party mixes. 10,000 of these packs were created to sell on Amazon and in teen-focused retailers like IT’SUGAR. Larger grocery chains, including Kroger and Albertsons, also set up special in-store displays spotlighting the brothers and their candy allegiances. The rollout turned these lighthearted character quirks into a full-fledged consumer experience that had fans literally picking sides in the snack aisle.
Coach’s presence in the show was more than background noise. In the show, Belly and her best friend Taylor are seen carrying Coach purses with the brand’s signature “C” buckle. To match the vibe, Coach launched a seasonal “Summer in Bloom” collection featuring vibrant bags, accessories, and charms in playful, candy-inspired tones.
The 21-piece lineup included backpacks, quilted purses, and bag charms, sold on Coach’s site and Amazon. The collection aligned with Belly’s college-ready journey and added a real-life shopping moment for fans.
The fan response was split, and that’s exactly what kept the brands trending.
This back-and-forth kept the ring trending on TikTok, Instagram, and X, with memes, reaction videos, and think pieces pouring in. Even people who hadn’t seen the show heard about “Belly’s engagement ring,” giving Catbird priceless reach outside the Amazon Prime audience.
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Strategy |
Reason for Success |
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Emotional Integration |
Products tied to key moments drive search and conversation. |
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Character Alignment |
Candy choices gave Brother vs. Brother real brand meaning. |
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Fast Turnaround Merch |
Launching collab products during airing keeps energy high. |
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Social Engagement |
Debate and fandom push reach beyond paid promotions. |
The Summer I Turned Pretty Season 3 wasn’t just high drama, it was a marketing playground. The brands involved found emotional moments, turned them into products, and let fans extend the show into their own lives.
That’s the sweet spot every marketer should aim for: a product that feels like it belongs in the story, and an audience that can’t stop talking about it.