In the glamorous world of “Emily in Paris,” where fashion meets romance against the backdrop of the City of Lights, product placements are bound to happen. However, few are as effortlessly integrated as the appearance of Tanqueray in Season 2, Episode 7, titled “The Cook, the Thief, Her Ghost and His Lover.”
In this pivotal episode, Emily (portrayed by Lily Collins) encounters a new romantic interest, Alfie (played by Lucien Laviscount). Their chemistry begins to sizzle during a cozy moment at Alfie’s apartment, where he crafts a drink for both of them using Tanqueray gin. The scene is a perfect blend of casual intimacy and sophistication, with Alfie pouring the gin, a recognizable Tanqueray label prominently displayed as the bottle rests on the counter. This moment is crowned by a heartfelt, “cheers” between the two, marking the start of their budding romance. Tanqueray enjoys a solid 16 seconds of screen time, making its presence felt without overshadowing the narrative.
This seamless product placement was not only fee-free but also a natural fit within the storyline, enhancing the scene’s ambiance without feeling forced. As Emily and Alfie’s relationship begins to blossom, the choice of Tanqueray as their drink of choice subtly underscores the show’s chic and fashionable vibe, aligning perfectly with the brand’s image.
“Emily in Paris” has been a runaway success for Netflix, consistently ranking in the top ten, with this episode alone drawing in over 14 million viewers. The inclusion of Tanqueray, therefore, not only fits the narrative but also smartly targets the brand’s key demographic—urban, fashion-forward viewers who appreciate the finer things in life.
The value of this product placement? An impressive $450K, a testament to the power of subtle, yet impactful, brand integration in today’s media landscape. Tanqueray’s moment in “Emily in Paris” is a prime example of how a well-timed brand appearance can enhance both the storyline and the brand’s image, all while reaching millions of potential consumers. Cheers to that!
