US: MillerCoors takes the stage in Turner TV deal

By | 21 March 2013

MillerCoors has secured product placement rights on Turner Broadcasting channels, including inserting Miller Lite into Dwayne 'The Rock' Johnson's latest TV vehicle.

From this month, MillerCoors' brands will appear in original series on channels such as TBS and TNT, the company said yesterday (20 March). The brands will appear “wherever it makes sense to incorporate a beer - neons, barware, tap-handles and even trucks”, MillerCoors said.

Miller Lite and Miller 64 will show up on TNT competition series The Hero, featuring ex-wrestler Johnson and premièring in June.

“The new partnership with Turner is a perfect example of how MillerCoors is looking to work with networks and programs that are willing to go beyond the traditional advertising buy,” Jackie Woodward, MillerCoors vice president of marketing connections, said.

The partnership will last until the end of the year, MillerCoors said. No financial details have been disclosed.

In 2010, DonQ Rum entered into a corporate alliance with Universal Pictures that saw the Puerto Rican rum brand given first opportunity to participate in product placement in Universal films.

Expert analysis

Premium beer in North America – forecasts to 2016

This second report in our series on premium beer concentrates on North America, currently the second largest premium beer market in the world and how this market specifically has faired. It examines how the major players and smaller brewers have reacted to the challenges and changing trends. Highlighted is one of the most exciting and innovative offshoots of the industry since its emergence in the mid- to late-1980s, that of craft brewing.

Sectors: Beer & cider, Marketing – advertising & promotions

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US: MillerCoors takes the stage in Turner TV deal

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