Products, Engagement and the Serial Storytelling

In the contemporary landscape of television consumption, TV series have emerged as one of the dominant forms of entertainment, reshaping both viewing habits and industry practices. Furthermore, new players and competitors such as cable networks and streaming platforms have revolutionized the way content is produced, distributed, and consumed. These changes have not only transformed viewing habits but also remodelled the commercial logic behind content creation; as storytelling techniques evolve, so does the integration of brands and products within narrative frameworks.

This contribution examines the intricate relationship between TV series, audience consumption patterns, and the use of product placement. We argue that product placement, when skilfully executed, not only fulfils commercial objectives but also enhances the realism and relatability of the narrated stories. By seamlessly incorporating familiar products and brands into the fabric of fictional worlds, especially those meaningful for the target audience, creators can craft more authentic and immersive viewing experiences thus fostering viewers’ engagement. TV series have become an ideal platform for product placement initiatives, due to the variety of advertising opportunities they offer. Moreover, recently, streaming platforms have further promoted this form of communication by creating serialized content that resonates strongly with younger audiences, who tend to favor non-traditional media (Li, 2023).

In this context, we aim to analyze product placement in the series And Just Like That..., the sequel to Sex and the City. In particular, we will focus on two antithetical cases: the so-called "negative placement", which occurs when the inclusion of a brand or product is linked to a narrative element detrimental to the image of the brand itself, and "positive product placement", a promotional strategy that instead enhances the appeal and visibility of the featured product within the narration even more so if the product placed highly resonate with the primary show’s target audience.