• by Wayne Friedman , Steve McClellan  @mp_mcclellan, March 20, 2013

Turner Broadcasting and beer marketer MillerCoors have struck a wide-ranging and exclusive product integration agreement that includes an array of marketing executions throughout 2013, the companies said Wednesday. The agreement was negotiated by Interpublic Group media agency Initiative on behalf of MillerCoors.
 
The deal covers many of Turner’s entertainment networks and related properties, including TBS, TNT, CNN, truTV, Funny Or Die, NBA on TNT, Bleacher Report, NASCAR.com and more. Participating  MillerCoors brands 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.

A key part of the agreement, starting this month and going throughout the year: MillerCoors brands will appear in many TBS and TNT series. Writers for TBS and TNT originals can incorporate a beer, neons, barware, tap-handles and MillerCoors brand trucks.

Turner says these branded in-show placements will be "responsible product integration and set dressing." The MillerCoors deal is a category-exclusive arrangement as it relates to the TBS and TNT original series product integration.

In that regard, Donna Speciale, president of Turner Entertainment and young adults advertising sales and marketing, stated: “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."

She adds: “This deal will change the way the industry approaches and collaborates on brand integration."

Turner didn't not disclose financial terms of the deal. The company did say MillerCoors will separately sponsor an assortment of Turner programs and platforms.

Some of the in-show branded integrations will include MillerCoors' brand Blue Moon within TNT’s "Rizzoli & Isles";  Coors Light, along with other brands in TBS’s "Sullivan & Son"; Miller Lite in TNT's "Dallas"; Coors Light and Blue Moon in TNT’s "Franklin & Bash"; and Miller 64 and Miller Lite in TNT’s upcoming reality competition series, "The Hero," featuring Dwayne “The Rock” Johnson, starting up in June.

MillerCoors and Turner have done integration deals in the past, although the new agreement is broader in scope than previous arrangements.