The Risks & Rewards of Co-Branding with The White Lotus (AKA Murder Marketing)
Co-branding can be a powerful tool—when done right, it elevates both partners, creating a PR boost that neither could achieve alone.
Take, for example, the unexpected yet wildly successful partnership between HBO’s The White Lotus and the Four Seasons.
The partnership began during Covid, when the Four Seasons -- one of the world’s most exclusive hotel operators -- was low on bookings and the as-yet unheard of TV show was looking for a location to film. On the surface, it seemed like a no-brainer for the Four Seasons to boost their revenue by allowing the show to book space during a time when their customers were staying home.
What they may or may not have known is the risk that the megahit show could have posed to the brand. Afterall, co-branding done wrong can backfire spectacularly, alienating customers and damaging brand credibility and trust.
But that didn’t happen in this case, and the show is in its third season with stops at three Four Seasons resorts including properties in Maui, the Sicilian hilltop town of Taormina, and the island of Koh Samui in Thailand.
The Gamble
For those unfamiliar with The White Lotus, the show follows the interactions of hotel employees and their wealthy guests spending a week at a luxury hotel. As the show progresses, it becomes increasingly complex and dark – culminating in the death of a character.
It was a gamble on the part of the Four Seasons to take the project on – and one that every other luxury hotel in the area said “no thanks” to. Would the show’s dark themes be off-putting to potential guests? Would someone want to stay in a place that was essentially social commentary on the privileged, bad behavior allowed to the elite social class? In what light would the hotel itself be portrayed?
Luckily, it was a risk that’s had a high ROI.
Making Lemonade
The award-winning show’s popularity has skyrocketed, and the Four Seasons in Maui was transformed into a pop culture landmark – and they’ve made the most of their newly-found status.
The hotel has embraced the show and continued to partner with its creators, HBO, to offer fan experiences to guests. They have The White Lotus-themed cocktails, throw White Lotus-themed parties, offer White Lotus spa treatments. And, for a cool $1,350 a day, you can reserve the White Lotus pool cabana.
Their customers clearly love it, with the hotel has reported a major bump in their website visits, jumping three-fold for the Maui location.
Seizing the Moment
In a less direct way, Gap is also cashing in on the popularity of The White Lotus and risking a co-brand opportunity with Parker Posey, an actress who portrays a flawed character in the third season (Where’s my Lorazepam?).
Check it out: Adweek just featured the company’s latest work.
“The brand, aiming to recapture the cool factor of its 1990s and early 2000s heyday, has enlisted actress Parker Posey for its latest "Feels like Gap" spring campaign. Posey, known for '90s indie films like Dazed and Confused and now starring in HBO's The White Lotus, appears in a 90-second spot set to "Mama's Eyes" by Mette, continuing Gap's tradition of energetic dance ads that previously featured Troye Sivan and Tyla.”
It's a clever way to jump on a current cultural moment, while also tapping into nostalgia in a way that fits your brand. Gap’s brand doesn’t necessarily align with the luxury aesthetic of The White Lotus, but it leveraged one of its stars to callback pop culture moments it does align with.
What Can We Learn From These Co-Branding Moments?
Strategic partnerships can amplify your brand. A well-matched partnership can elevate both brands and expand your reach. It requires some deep assessment – on the part of The Four Seasons, partnering up with The White Lotus was a risk – but shared projects can create great buzz if they align with your brand strategy and goals.
Tapping into cultural trends can keep you relevant and generate new interest. If a trend, show, or pop culture moment aligns with your audience’s interests and your brand’s voice, find a creative way to engage with it.
Think beyond the obvious in brand positioning. Brand alignment is important, but sometimes creativity can bridge gaps. If you’re considering a partnership or trend-driven campaign, focus on shared values or storytelling angles that make the connection feel authentic.
Next Week
We have a doozey of a co-brand gone wrong! Lots to learn from next week’s article.