👜 When Succession Made A Burberry Bag Go Viral

Do you remember that episode in season 4 of Succession when Tom Wambsgans goes on a rant about Greg’s date bringing a “ludicrously capacious bag” to Logan Roy’s birthday party?

Tom: “What’s even in there? Flat shoes for the subway? Her lunch pail? I mean, Greg, it’s monstrous. It’s gargantuan. You can take it camping. You could slide it across the floor after a bank job.”

Apart from being amazing writing, this scene briefly took over social media in 2023 and the “ludicrously capacious bag” audio was even used in a TikTok trend.

The show was referring to an actual Burberry tote bag and after the episode aired, Google search interest for “Burberry Tote Bag” increased 310% and search interest for “Burberry handbag” went up 180%.

Season 3 of White Lotus has just kicked off and I’m reminded of the Aperol Spritz product placement in White Lotus season 2. Campari Group experienced a 50% increase in sales that year and attributed part of this to all the Aperol Spritz drinks featured in White Lotus.

I wonder what brand is going to be most positively impacted by White Lotus Season 3…?

We are all impacted by the content we consume, and our purchase decisions are not just a result of traditional advertising.

For brands looking to sell their products in more subtle and often more effective ways, they should consider longer-form content as a marketing vehicle.