In the season premiere of the highly anticipated “Sex and The City” reboot, “And Just Like That,” Carrie Bradshaw’s beau, Mr. Big, hops on his Peloton for the 1,000th time. The branding was clear, this was definitely a Peloton stationary bike, with familiar instructor Jess King (aka “Allegra” on the show) cheerleading Mr. Big on from the bike’s TV monitor. After he achieved his milestone, spoiler alert! Mr. Big dies of a heart attack. Just. Like. That.

Now when I first watched this, I could not believe it. Why would any brand endorse product placement in which a main character is killed off using their product!? It didn’t make sense. Stock prices for Peloton had already been steadily going down, and let’s just say this TV moment did not help them in the market. The company’s shares dropped more than 16% since the show aired on Dec. 9. Oof!

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