The season three finale of HBO's 'Euphoria' has drawn criticism from fans for what they perceive as excessive product placement for Coca-Cola. Viewers took to social media platforms including Reddit, X, Instagram, and TikTok to express their frustration, with one Reddit user commenting that 'Jules had less screen time than the Coca-Cola product placement.'
Jules, played by Hunter Schafer and a central character since season one, appears only in a single, dialogue-free scene in the final episode. Meanwhile, Coca-Cola bottles feature prominently in multiple scenes, leading another fan to remark: 'So weird they waited until the last episode to do blatant product placement.'
One standout sequence involves strip club owner Alamo (Adewale Akinnuoye-Agbaje) pouring two sodas for himself and Rue (Zendaya) to accompany prescription painkillers. He holds both bottles at once, ensuring the labels are clearly visible. Elsewhere, a Coca-Cola bottle plays a narrative role when a close-up shot helps the audience remember its location, later signalling an ambulance switch.
The backlash adds to the mixed reception of the finale, with many feeling that the advertising undermined the drama. Critics and fans alike have noted the jarring contrast between the show's gritty realism and the overt brand placement.
