It all started with a cup of coffee on AppleTV’s hit, award-winning series, The Morning Show, during its fourth season (2025). It’s quite subtle as Jennifer Aniston and the star-studded cast begin their morning routine with a cup of coffee. Throughout the show, more and more coffee is consumed and shown, as it’s a normal part of everyday life for most people. If one looks closely at the coffee, one can see that it’s the Italian brand LAVAZZA.
Brand placements are not new. Many companies have sponsored and partnered with television shows and films to promote their products in subtle ways – and sometimes not-so-subtle ones. According to Nielsen Media Research, brand recognition increased 29% for product placement during popular programs. But given how streaming services operate and their ability to skip commercial breaks, companies need to find other ways to showcase their products.
