Get ready to see your favorite television character from Dallas, Franklin & Bash and other Turner Broadcasting shows hoisting a MillerCoors brand beer. MillerCoors -- which has a brewery in Ohio -- has inked an exclusivity deal with Turner Broadcasting to push its products on TBS, TNT, CNN, truTV, Funny or Die and other platforms.
"Through this one-of-a-kind, category-exclusive arrangement, writers for TBS and TNT originals now have access to incorporate a MillerCoors product wherever it makes sense to incorporate a beer, neons, barware, tap-handles and even trucks," the brewer said in a news release, which makes no mention of the financial terms of the deal.
That will include Blue Moon in TNT’s Rizzoli & Isles; Coors Light and others in TBS’s Sullivan & Son; Miller Lite in TNT’s Dallas; Coors Light and Blue Moon in TNT’s Franklin & Bash; Miller 64 and Miller Lite in TNT’s upcoming series, The Hero.
"This is a marketing first," Stevie Benjamin, the brewer's media director, told Advertising Age. "We will be the only company in our category to have the product integration into all the original Turner programming across their networks. In the past it's been one or two shows or no exclusivity at all. This is a much deeper relationship."
Advertising Age says the product placement won't be too obvious.
In addition to collaborating with TBS and TNT, MillerCoors also is sponsoring an assortment of programs and platforms across the Turner portfolio, such as truTV’s Impractical Jokers, a Funny Or Die tour, NASCAR, NBA Playoffs on TNT, and CNN’s upcoming show Parts Unknown.
To read the full Advertising Age story, click here.