Turn on “Yellowstone,” the cowboy-themed show starring Kevin Costner and Kelly Reilly on Paramount, and you might see another star—Wrangler. The 75-year-old denim brand frequently advertises during commercial breaks for the show but also invests in product placement as it tries to drive awareness with older and younger viewers.
“The good news is from a product placement standpoint, we are the authentic brand in that space,” said Tom Waldron, global brand president of Wrangler, speaking on the latest episode of the Marketer’s Brief podcast. “You can’t do a ‘Yellowstone’ episode without seeing Wrangler all over the place—it wouldn’t be an authentic representation of the western lifestyle if it wasn’t there.”