Idea:

Position the Schlitz brand to a wide range of audiences in a vintage setting to demonstrate its longevity as a beer of choice throughout the decades.

Execution:

Marked Entertainment identified The Playboy Club as a targeted show that fit the strategic marketing objectives for Schlitz. We worked directly with the show's prop department to provide product and historic 1960's labels of this timeless brand, securing an amazing hands-on placement for Schlitz during the third episode.

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) 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 3: "An Act of Simple Duplicity"

In the third episode (October 3, 2011), Schlitz gets hands-on exposure with Max (Wes Ramsey, Brotherhood of Blood), who is arguing with his girlfriend, Bunny Janie (Jenna Dewan-Tatum, Step Up), about their relationship. As they walk through the club, Max quarrels with Janie about her secret marriage while carrying a 24-pack case of Schlitz bottles. He places the case on the bar as they discuss their future.

Results:

The premiere episode drew an audience of 5 million viewers who were exposed to PBR sister brand Schlitz. Unfortunately, The Parents Television Council was in an uproar over the show's controversial content and the show slowly started to decrease in viewership until it was eventually cancelled after just three episodes. However, the Schlitz placement in the third episode definitely left a lasting impression on the 3.4 million viewers.

For the 2nd episode – 2.2 Nielsen rating adult's 18-49

For the 3rd episode - 1.2 Nielsen rating adult's 18-49, 3.39 million viewers