Sour Patch Kids and Swedish Fish—both owned by Mondelez International—were organically included in the second season of the show when Conrad buys Belly Sour Patch Kids while Jeremiah buys her Swedish Fish.

“Each brother and their storyline up to that point in Season 2 really aligned with the brands and the storytelling there,” said Vasington.

He pointed to Jeremiah’s sweetness fitting with Swedish Fish. Conrad is more reserved before opening up embodying the sour then sweet taste of Sour Patch Kids. 

For Season 3, Mondelez released exclusive Team Conrad and Team Jeremiah packs of Sour Patch Kids and Swedish Fish and watch party snack mixes. Ten thousand of the Team Conrad and Team Jeremiah packs were made to sell on Amazon. The packs are also for sale on teen-centric retailer IT’SUGAR. A handful of retailers including Krogers and Albertsons also received in-store displays featuring the Conrad and Jeremiah characters.

Solid & Striped

Solid & Striped’s integration into the third season of the show came from being organically part of the first season of the show when Belly wears two of the brand’s swimsuits. For Season 3, the apparel brand built a capsule collection with Lim. 

It’s the first time that Solid & Striped has done a brand integration and it felt like a natural fit for the brand, Ginger Lau, Solid & Striped’s design director, told ADWEEK.

“We chose to do it because Belly already wore Solid & Striped before we formalized the partnership,” said Lau. “We made sure that the pieces weren’t just placed, but felt like part of the storytelling.”

Solid & Striped’s products are available on the brand’s ecommerce site and on Amazon.

On social media, Solid & Striped noticed a surge in engagement about the show, especially among younger audiences, said Michelle Guiles, the brand’s COO. The collaboration drove 2.5 times higher engagement than the brand’s average social posts with notable increases in reach and follower count.

Coach 

Coach is also featured in the show, and is running traditional ads during breaks on the ad-supported tier of Prime Video.

The fashion brand also created a capsule line of bags inspired by the show. The collection of 21 pieces includes bag charms, a backpack, and quilted purses. Coach sold the products on its own ecommerce site as well as Amazon—although the collection is currently sold out on Amazon.

“It felt like a natural fit for Coach and Coachtopia because of the way the show’s themes of youth, transformation and self-discovery align with our brand values,” said Jennifer Yue, svp of strategy and consumer insights at Tapestry and Coach. “Our integration into the show has allowed us to be part of the story and create a cultural moment that resonates with Gen Z.”