Soon after the release of the first book, everyone knew Harry Potter, not only at Hogwarts, but in the real world as well. The character of the little wizard and his magical world quickly gained national and international attention. The first film was released in 2001, the last in 2011. Today, Harry Potter is still one of the world’s most famous figures and International Harry Potter Day is celebrated every year on 2 May.
Incredibly successful franchise
The Harry Potter brand is extremely strong. The franchise is estimated to be worth more than $25 billion. Just as Harry Potter defeated evil in the books and films, the Harry Potter brand has captured the hearts of fans around the world. Harry Potter is simply a magical force to be reckoned with, not only in the wizarding world but in reality as well.
Harry Potter is a huge cross-generational phenomenon, as it appeals to children, teenagers and adults alike. It’s an ideal way for brands to reach a wide audience across age groups. What’s more, with 500 million books sold, billions in film sales and millions of visitors to theme parks, these are figures that guarantee a huge reach.
Product placement in the Harry Potter film series
Unlike other world-famous films, which are full of references to various products, the product placement in the Harry Potter film series was very subtle and limited mainly to Muggle scenes. Warner Bros. was careful not to disturb the magical nature of Harry Potter’s world.
However, despite the limited product placement opportunities, the franchise did establish significant promotional and licensing partnerships with some brands. In total, sixteen brands appeared in the films. None of these brands appeared in Prisoner of Azkaban, Goblet of Fire, Half-Blood Prince and Deathly Hallows Part 2.
For example, the flying motorcycle in Harry Potter and the Philosopher’s Stone, on which Hagrid first flew to fetch young Harry, was a 1959 Triumph Bonneville T120. Adidas also appeared in the same film - as the watch on the wrist of Harry’s cousin Dudley.
Cousin Dudley was a good fit for several advertisers. In Harry Potter and the Order of the Phoenix, for example, he is wearing a silver Nike vest when he is attacked by dementors. His mates are wearing Ecko shorts for a change. In a number of scenes, characters from the film have been seen wearing Converse shoes. This was one of the most prominent forms of product placement in the entire series. In addition to Harry, who wears them several times, Luna Lovegood, for example, also owns one pair. It was a brilliant placement for the Converse brand because its target group corresponds to Harry Potter fans.
Coca-Cola and Harry Potter
Coca-Cola has also entered into a marketing partnership with Warner Bros. It was in 2001, during the release of Harry Potter and the Philosopher’s Stone. Although Coca-Cola did not appear directly in the films, it was one of the biggest commercial partners of the franchise. The campaign included special edition cans, competitions, and an advertisement:
Video: Coca-Cola and Harry Potter (2001)
A year later, Coca-Cola used Harry Potter and the Chamber of Secrets to raise its profile. In the 2002 ad, a group of boys find a promotional flyer for a free Harry Potter collectable game piece in a bucket with chilled cans of Coke, which releases the Golden Snitch. It flies around the locker room and, accompanied by the film’s theme tune, turns their gear into broomsticks and their jerseys into Gryffindor robes...
Video: Coca-Cola: Harry Potter and the Chamber of Secrets
Lego and Diagon Alley
Even the well-known Danish kit brand wasn’t going to be left behind and was quick to link up with Harry Potter. LEGO’s ad for the Harry Potter Diagon Alley set is really cute. Harry stops by Ollivander’s wand shop, Hermione fixes Harry’s glasses, Ron shops for equipment, and the little wizards run into the self-centred Lockhart signing his new work in the bookstore. And then there’s Hedwig, the charming owl who hovers over the streets, carrying the Daily Prophet in her talons....
Video: Lego and Harry Potter
Magical theme park
This Harry Potter ad aired during the 2010 Super Bowl, announcing the opening of the Islands of Adventure theme park at Universal Orlando Resort. An owl delivers an invitation to two excited children who race through the world on broomsticks, are chased by a dragon and follow Harry himself to Hogwarts and Diagon Alley.
Video: Islands of Adventure (2010)
AI Balenciaga
In the following ad, you can see that even AI cannot omit Harry Potter. Have a look at how the main characters of the Harry Potter film series would look in Balenciaga’s avant-garde clothes...
Video: Balenciaga and Harry Potter
Lenskart and Harry Potter glasses
The wizarding world can be truly inspiring. Last year, Lenskart launched a new collection of Harry Potter-inspired glasses. The collection was created in collaboration with Warner Bros. Discovery Global Consumer Products. Harry Potter fans can recall their favourite magical moments thanks to the subtle Deathly Hallows symbol engraved on the ends of the earpieces, which are also decorated with a stylish motif based on the Elder Wand. The Hogwarts crest completes the magic of the glasses.
Video: Lenskart - Harry Potter inspired glasses (2024)
Magic characters and actors in advertising
Warner Bros. has very strict controls on the use of original Harry Potter characters in commercial campaigns. That’s why Harry, Hermione and Dumbledore don’t appear in advertisements for mainstream products. But their protagonists do appear in a few ads.
For example, Tom Felton, who plays Draco, has endorsed the Uber Eats brand. In the ad, he orders “magic” through the app, leading to unexpected consequences. The ad is a humorous reference to his role as Draco Malfoy.
Video: Uber Eats a Tom Felton (2023)
But this wasn’t Felton’s first venture into the media world. The future Draco made his very first ad as a young boy. In 2024, he also appeared in two adverts for the Google Pixel 9 Pro Fold.
Emma Watson, who played Hermione Granger, became the face of Lancôme in 2011, appearing in ad campaigns for perfume Trésor Midnight Rose, for example.
Video: Lancome Trésor Midnight Rose and Emma Watson (2011)
In 2022, she made her debut as the director and face of the Prada Paradoxe perfume campaign. She also promoted the Burberry and Chanel brands.
Rupert Grint, who memorably portrayed Ron Weasley, appeared in VisitEngland’s “Holiday at Home” advertising campaign in 2012, which promoted domestic tourism in the UK. He appeared in the spot alongside other British celebrities such as Julie Walters and Stephen Fry.
Video: VisitEngland - Rupert Grint (2012)
Evanna Lynch, who played Luna Lovegood in the series, is dedicated to animal protection and promoting veganism. She has appeared in campaigns focusing on vegan lifestyles and the ethical treatment of animals.
Interestingly, Daniel Radcliffe, who played Harry Potter, has only promoted the films in which he starred.
Less is more - even in marketing
Harry Potter is no longer just a simple story about a little wizard. It is a cultural phenomenon that people return to for a variety of reasons: for the adventure, the atmosphere, or simply because there’s “something extra” in that world. This is what makes it attractive not only to readers or viewers but also to brands and creative agencies who see it as a way to approach audiences naturally and without pressure.
Whether there are more films, games or themed products to come in the future or not, more and more brands are sure to ride the wave of Harry Potter stories. And if they do their marketing well, their ads won’t be intrusive but will fit in naturally, like a trunk on Platform 9¾.