The finale of The White Lotus Season 3 featured a pivotal scene where Timothy, a character played by Jason Isaacs, attempts to poison his family using a blender from German-based appliance company Bosch. However, in a statement, a spokesperson for BSH, the largest manufacturer of home goods in Europe, clarified that the product was not provided or placed by the company. Instead, the production team had purchased the product from abroad while filming.
BSH expressed appreciation for the increased exposure for the Bosch brand but clarified that the product featured in the show is not available in North America. In a contrast to this response, Duke University, which is featured prominently in the show through the character’s clothing and alma mater status, has distanced itself from the series. The university’s vice president expressed concern over the show’s portrayal of mental health and suicide.
In a statement, Frank Tramble said, “The White Lotus not only uses our brand without permission, but in our view uses it on imagery that is troubling, does not reflect our values or who we are, and simply goes too far.” Duke University has chosen to use its brand to promote mental health awareness and remind people that help is available, in response to the show’s disturbing depiction of unstable financial decisions and their impact on mental wellbeing.
The contrast between the two responses highlights the differing approaches Bosch and Duke University have taken to their association with the show. While Bosch seems to be embracing the brand exposure and creative liberty taken by the production, Duke University wants to dissociate itself from the show’s darker themes.