Turner Broadcasting, boasting a portfolio of diverse, multi-screen media brands, is partnering with MillerCoors in 2013 through a variety of marketing executions spanning TBS, TNT, CNN, truTV, Funny Or Die, NBA on TNT, Bleacher Report, NASCAR.com and more. Each component is uniquely developed to reach the right audience for the specific MillerCoors brands, including Coors Light, Miller Lite, Miller 64, Blue Moon and Leinenkugel's, as well as new brands such as Redd's Apple Ale and Third Shift. Media agency Initiative was responsible for negotiating the deal on behalf of MillerCoors.
Starting this month and going throughout the year, MillerCoors brands will appear in many of TBS and TNT's most popular original series through responsible product integration and set dressing. 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. This writer's wall approach will span multiple shows, with in-show integrations like Blue Moon within TNT's Rizzoli & Isles, which starts its fourth season in June; Coors Light, along with additional brands featured at the bar setting of TBS's Sullivan & Son, returning for its second season in June; Miller Lite within the current season of TNT's Dallas airing Mondays at 9 p.m. (ET/PT); Coors Light and Blue Moon within TNT's Franklin & Bash, returning for its third season in late summer; and Miller 64 and Miller Lite integrations within TNT's upcoming competition series, The Hero, featuring Dwayne "The Rock" Johnson, premiering in June. Additional series in which integrations may appear include TNT's Perception, Major Crimes, King & Maxwell, and TBS's Deon Cole's Black Box.
"This deal will change the way the industry approaches and collaborates on brand integration," said Donna Speciale, president of Turner Entertainment and Young Adults Ad Sales & Marketing. "It's smart and most importantly, it keeps the viewing experience our priority, with writers now able to utilize highly recognizable brands as episodes are developed by naturally integrating them within the show. Through this long-term, collaborative approach, we are able to create multiple opportunities for MillerCoors to engage with their target audiences for their spectrum of beer brands across our wide scale audience reach."
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, according to Jackie Woodward, MillerCoors vice president of marketing connections.
"We're continuously looking for ways to engage legal-drinking-age consumers in ways that will break through and help our brands stand apart from the competition," said Woodward. "The team at Turner has done a great job in recent years of identifying opportunities for greater integration. With this expansion of our partnership, they've demonstrated the ability to deliver more value for sponsors while enhancing the quality of their programming as they continue to deliver outstanding original programming."
In addition to collaborating with TBS and TNT, MillerCoors is also separately sponsoring an assortment of programs and platforms across the Turner portfolio. While some details are still being developed, those sponsorships will include distinct branded promotions, like a custom dare within truTV's popular series Impractical Jokers this summer; a distinct grassroots tour with Funny Or Die later this year; sponsorship of NASCAR Mobile 2013 with custom Miss Coors Light content integration; enhancements with Miller Lite and Coors Light during the 2013 NBA Playoffs on TNT; Coors light branding support for Bleacher Report's five-star rated Team Stream app; and a launch sponsorship with the spring debut of CNN's "Parts Unknown," a new series featuring Anthony Bourdain.
"With a large-scale portfolio of broad-reaching linear and digital media brands, we have the fortunate ability at Turner to work together with our clients to develop highly-engaging, audience-specific campaigns," said Greg D'Alba, president of CNN News and Turner Digital Ad Sales & Marketing. "From the anticipated premiere of Parts Unknown to the sought-after Funny Or Die comedy portal, we continue to take a collaborative approach as a company to create efficient campaigns for smart marketers like MillerCoors."
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company's premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World's Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.
Turner Broadcasting System, Inc.