Idea:

Position the Pabst Blue Ribbon brand to a wide range of audiences in a setting with vintage appeal to demonstrate its timeless popularity.

Execution:

Marked Entertainment secured placement for Pabst Blue Ribbon during the premier episode of The Playboy Club. We worked directly with the show's Prop Master to establish PBR 12 ounce bottles as a hands-on prop. We provided historic 1960's PBR labels to help with the authenticity of the decade.

Synopsis:

The 60's are alive and well in NBC's The Playboy Club. In Chicago at the legendary Playboy Club, getting your hands on the hottest key in town was the answer to all your dreams. Attorney Nick Dalton (Eddie Cibrian, The Cave, But I'm a Cheerleader) is the ultimate playboy with ties to some of Chicago's most powerful people. When new bunny Maureen (Amber Heard, Zombieland) accidentally kills the head of the Bianchi crime family, Nick helps her cover up the murder. No night is ever the same at the Playboy Club, where everyone has something to hide.

Exposure:

Season 1, Episode 1: "Pilot"

In the pilot episode (19 September, 2011), Pabst Blue Ribbon gets hands-on exposure. Bunny Alice (Leah Renee Cudmore, Interstate 60: Episodes of the Road) calls her husband Sean (Sean Maher, Serenity) to see if he has found a place to hold a meeting for an underground society. He tells her that the pawn shop fell through and they will have to hold the meeting at their house. Sean says "they are going to think we are criminals," and Alice replies "in most states we are." Once they hang-up, Sean's friend enters the room holding two PBR bottles. He hands one to Sean and tells him to "relax. No one is going to find out."

Results:

The premiere episode drew an audience of 5 million viewers who were exposed to Pabst Blue Ribbon.

9/19/11: 5.28 million viewers, 18-49 (1.7/4)

Idea:

Position the Pabst Blue Ribbon brand in an enticing way to a young audience consisting of potential new consumers of PBR while also reaffirming its symbolic importance to their core hipster demographic.

Execution:

Marked Entertainment worked closely with the show's Prop Master to secure a placement for Pabst Blue Ribbon during a specific underground scene in an episode of Weeds. We provided production with 12 ounce PBR cans to use as hands-on prop with Kiki, as she identifies with PBR's modern counter-culture twentysomethings.

Synopsis:

In season seven of the Golden Globe and Emmy-winning series Weeds, pot-selling single mom turned Mexican mafia princess turned escape artist Nancy Botwin (Mary-Louise Parker, The West Wing) is back. After turning herself in to the FBI rather than facing certain death at the hands of her vengeful ex Esteban and his goon squad, Nancy gets out of jail three years later and is making a fresh start in New York City with her family.

Exposure:

Season 7, Episode 7: "Vehement vs. Vigorous"

In the seventh episode (August 8, 2011), a Pabst Blue Ribbon can receives hands-on exposure. Nancy's son Silas (Hunter Parrish, It's Complicated) meets with his hip, street-smart New York model agent Kiki (Kat Foster, 'Til Death), who is holding PBR can that she twirls and drinks for 1.5 minutes. Silas hopes to wrangle some hot messengers for his new weed distribution business from Kiki, but ends up wrestling with models instead. Kiki calls this underground male model boxing event "the Saturday afternoon throw down."

Results:

Pabst Blue Ribbon received extended positive exposure on Weeds during an exciting scene.

8/8/11: 0.4 adults 18-49 rating and 779K viewers