Turner, MillerCoors agree to exclusive product-placement pact

03/20/2013 | Advertising Age (tiered subscription model)

Turner Broadcasting has struck a product-placement deal with MillerCoors that gives the beer company exclusive rights to have its brands appear in Turner's original programs. "In the past, it's been one or two shows or no exclusivity at all. This is a much deeper relationship," says MillerCoors' Media Director Stevie Benjamin. Miller Lite, Blue Moon and Coors Light are among the beers that will be integrated -- subtly, the network vows -- into shows such as "Dallas," "Rizzoli & Isles" and "Franklin & Bash."

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