[This article contains spoilers for the season three finale of The White Lotus, titled “Amor Fati.” ]
Surprising Collaboration: The Piña Colada Incident
The unexpected twist involving the infamous Piña Colada had fans of HBO’s acclaimed series, The White Lotus, buzzing with shock, and it caught the attention of Coffee Mate’s marketing team as well.
Unforeseen Revelations for Coffee Mate
Prior to the finale’s premiere, Coffee Mate, a brand under Nestlé, launched a piña colada-flavored creamer as part of a unique marketing partnership with the series. However, Daniel Jhung, president of the coffee and beverage division at Nestlé USA, disclosed that the depth of the collaboration’s connection to the show was not fully understood until the episode aired. Jhung remarked, “We obviously kept things under wraps; we had no idea how significantly piña colada would play into the last episode.”
In an interview with The Wall Street Journal, he elaborated, “In hindsight, showcasing the diverse flavors was a great idea, and it’s fascinating that the The White Lotus team recommended the piña colada flavor.”
Controversy and Climax in the Finale
The intense season finale featured the character Timothy Ratliff, portrayed by Jason Isaacs, who nearly endangers his family’s lives with piña coladas infused with toxic seeds from pong pong tree fruit. Thankfully, he refrains from the act, swiftly retrieving the drinks from his loved ones. However, a subsequent incident sees his youngest son, Lochlan (played by Sam Nivola), using the same blender, unwittingly putting his own life at risk.
Following the dramatic episode, the Coffee Mate team responded with humor on social media, posting on Instagram alongside an image of their piña colada-flavored creamer, saying, “Well this is awkward.”
Rapid Marketing Response
Jhung commented on the aftermath, saying, “Our marketing team, which is made up of serious fans of the show, chose this property for its potential impact. The piña colada twist took us by surprise, but they reacted quickly on Instagram.”
“The post about the awkward connection gained traction with customers and media alike, largely due to its perfect timing with the show’s dramatic conclusion,” he added, highlighting how the marketing strategy embraced the unexpected.
Mixed Reactions: Duke University’s Stance
Not everyone has embraced the crossover of brands and television. Duke University expressed discontent after Isaacs’ character was depicted wearing a T-shirt featuring the university’s emblem during a troubling scene of contemplation.
Frank Tramble, the university’s vice president of communications, remarked, “The White Lotus has utilized our brand without obtaining permission, and it does not align with our values or the narrative we project.”
As the conversation around this incident unfolds, it raises important questions about brand representation in popular culture and the responsibilities that come with it.