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‘The Penguin’s Bourbon Deal Spikes HBO’s Brand-Friendly Punch On Max; ‘White Lotus’ On Deck
A branding deal between Warner Bros. Discovery and Jefferson's Bourbon centered on The Penguin has provided a template for future HBO series to follow, WBD execs said Wednesday.
Discovery and Jefferson’s Bourbon for The Penguin is the latest partnership helping the media giant master the delicate task of putting ads on the long-ad-free HBO. In the case of The Penguin, an HBO limited series derived from DC’s latest Batman film franchise from Matt Reeves, that means a single linear ad for Jefferson’s preceding each episode. Along with the pre-show ads, the bourbon maker took part in a promotion last July at Comic-Con as well as a dinner in New York for online influencers, with the goal of melding the image of the spirit with the gritty intrigue of the show’s Gotham City milieu.
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