After the rise of the new TV hit F.R.I.E.N.D.S. in the 1990s, millions of people gradually became devoted fans of the six friends from New York – Rachel, Phoebe, Chandler, Ross, Monica, and Joey. This extraordinary series, whose popularity has not waned even after thirty years, boasts ten successful seasons and staggering earnings through syndication and streaming by Warner Bros. In total, the sitcom is estimated to have generated over $4.8 billion in profits. The last episode aired in 2004 attracted nearly 53 million viewers. What better proof of the show’s enduring appeal could you ask for?
A look back into history
The original title of the sitcom was “Insomnia Café”. After several changes, the current name was finally settled. David Crane and Marta Kauffman are behind the series. The pair of authors created a unique atmosphere that has become a symbol of the 1990s. The main characters – from Rachel with the iconic haircut, to the funny Chandler, Monica with her excessive cleaning habits, the quirky Phoebe and the dopey Joey, to the romantic yet masculine Ross – have become some of the most iconic characters on television and part of the pop culture world.
What’s so special about it?
The series exudes a cosy atmosphere that moves viewers to a time when life seemed simpler. The setting of the Central Perk café and Monica’s iconic apartment with its warm lamps and plush sofas create a time capsule that beckons nostalgic reminiscing. However, Friends’ popularity is far from limited to millennials. Younger generations, such as Generation Z, are also discovering this sitcom on streaming platforms, demonstrating the timeless value of the themes depicted in the series such as friendship, love, and life’s trials.
Friends and advertising
It’s no wonder that various marketers and major brands have recognised a great opportunity in the sitcom and have used Friends for marketing purposes, often through product placement. And they have done well. The brand integration is flawless, and the writers have seamlessly incorporated various brands into the show’s storyline. Let’s focus on some major brands that rode the Friends wave.
Ralph Lauren
The most used brand in the show seems to be Ralph Lauren, which is promoted through Rachel Green. She has evolved from being an awkward waitress at Central Perk to pursuing a fashion career at Ralph Lauren! The British clothing company has been revolutionary from the start. Thanks to its integration into the Friends franchise, the brand’s name has become known all over the planet. The designer Ralph Lauren even had a small appearance with the main character in one of the episodes. As the series became a huge global success, the brand’s memorability was also significantly affected.
Photo via NBCIn 2019, an exclusive Ralph Lauren x Friends collection was released to mark the 25th anniversary of Friends and rightfully attracted significant attention. The combination of modern and 1990s style made it look really great. Of course, the shoot took place in the good old Friends studios.
Are you into makeup à la Friends?
Interestingly, Friends characters have their makeup collections created through a collaboration with Revolution Beauty. While the first collection is inspired by the series’ female characters (Phoebe, Rachel, and Monica) and features shades of eyeshadow and lipstick, the next collection involves men. Smaller palettes are named after Joey Tribbiani, Ross Geller, and Chandler Bing and feature colours that seem to be inspired by their apartments. There is even a blue lip balm, referring to Joey’s iconic appearance in a Japanese “lipstick for men” advert.
Rachel and Pottery Barn luxury furniture
Pottery Barn, an American luxury home furnishing store chain, has pulled off another great feat of product placement. Yes, the store where Rachel bought the glamorous apothecary table does exist! And there were other Pottery Barn products featured in the episode, too. A really successful brand integration:
Video: Friends – Phoebe Hates Pottery Barn
Joey and the Porsche dream car
The Porsche brand appeared several times in the series. For example, when Joey finds the keys to the Porsche and wants to keep the car. Or in the episode where Monica gets the Porsche as a gift from her father. Thanks to Friends, the Porsche has become the dream car for many people sitting in front of their TV screens...
Video: Joye Pretends to Own a Porche
Do you want to smell like Friends? Buy a Bijan from Joey!
The duel of cowboys and perfumes is one of the next successful pieces in product placement. Joey emerges victorious from the duel, defeating his colleague selling Hombre eau de toilette with Bijan perfume and winning a beautiful girl. “Bijan for Men”, as Joey says!
Video: Joey the Cowboy – Bijan and Hombre
The best English beer
In an episode of Season 5, Ross, Chandler, and Joey reminisce fondly about drinking the Boddington’s beer at a pub recommended by a cabbie when they were in London for Ross’s wedding. This product placement gave the regional English brewery an international identity – demand for the brand increased significantly as a result of international promotion through the sitcom.
TV advertising
Besides product placement, there are also TV ads inspired by the Friends series. Following the success of the first season, the Central Perk gang appeared in a series of Diet Coke ads in the US:
Video: Friends – Diet Coke (1996)
Unlike the old Diet Coke ad, which may elicit an indulgent smile, the 2018 Skittles ad featuring David Schwimmer is genuinely entertaining:
Video: Skittles Commercial - David Schwimmer
In Super Bowl 2024, David Schwimmer – this time with Jennifer Aniston – promoted Uber Eats:
Video: Uber Eats
But the former “Friends” aren’t the only ones involved in this ad. It also features David and Victoria Beckham, Jelly Roll, and music star Usher.
When “Friends” weren’t superstars yet, just little stars...
Yes, even famous actors were once young and waiting for their big roles, which came in the sitcom Friends. Let’s reminisce about how future stars made their mark in advertising.
David Schwimmer
The ad for the American telecommunications company AT&T was created in the early 1990s, probably before Friends. Although... There is something about the way Schwimmer delivers the last sentence that strongly reminds us of Ross:
Video: AT&T - David Schwimmer
Courteney Cox
Courteney Cox is reportedly the first person in the US ever to dare to publicly utter the word “period” on national television in reference to menstruation. We owe this arguably groundbreaking moment to a 1985 Tampax aerobics-style ad.
Video: Courtney Cox - Tampax
Jennifer Aniston
The 1996 ad is not one of the best, and it is fortunate that Jennifer Aniston’s career only has gone upward since then:
Video: Jennifer Aniston - Lynx
A more famous version of Jennifer later appeared in ads for Emirates Airlines. And that’s a whole new ball game:
Video: Jennifer Aniston in Emirates Airlines commercial
Matthew Perry
The future Chandler Bing – still relatively baby-faced back then –appeared in a 1987 Pacific Bell ad promoting the then-amazing technology of answering calls while the landline was in service:
Video: Matthew Perry – Pacific Bell
Matt LeBlanc
The actor who later played the simple-minded Joey had doors wide open at casting agencies. He did a whole series of ads. Unsurprisingly, except for the 1987 Levi’s ad below, they all involve food! How fitting!
Video: Matt LeBlanc - Levi's
Of “Joey’s” food ads, the catchy 1987 TV spot for KFC is definitely worth mentioning, as is the Kellog fruit muesli where Matt Le Blanc is just like Joey! In addition, Joey also promoted Heinz ketchup and Coca-Cola (1990) in the early 1990s. He was absolutely charming in the 1988 Cherry 7Up ad:
Video: Matt LeBlanc - Cherry 7Up
Lisa Kudrow
Unlike the other Friends, Phoebe doesn’t have a rich portfolio of ads. But there are some. For example, in a campaign for Nintendo, she shows how she learns to cook according to a new recipe with the help of Nintendo.
Video by Lisa Kudrow - Nintendo
The Friends phenomenon
The sitcom Friends has made its mark on the global cultural consciousness. It offers a powerful platform for marketers and brands for several reasons:
- Universal themes: Stories about friendship, love, and everyday problems appeal to a wide audience, increasing the chance of brand identification.
- Distinctive characters: The main characters have traits that can inspire the brand’s personality. Companies can use similar archetypes to reinforce their brand identity.
- Iconic phrases and references: Expressions and situations from the show have become part of the common language, allowing brands to use famous catchphrases in advertising campaigns to grab attention.
- High recognition: The Friends series is world-famous. Campaigns inspired by the sitcom can reach a wide audience – regardless of cultural context.
- Social media: Content from “Friends” goes viral, allowing brands to use creative marketing strategies on social platforms.
- The power of community: The series emphasises the importance of community relationships, which can help brands establish and sustain customer connections.
- Lifestyle link: Friends embodies a lifestyle that many people aspire to emulate, which can be a great opportunity for lifestyle brands.
