Influx

A well-known British actor gets his dream assignment, the chance to make a program about the perfect pint of beer.

Nice work if you can get it, but there’s even more upside because the show is all about creating beer that actually makes it into production.

Apparently, leading grocery chain Sainsbury’s is interested in carrying the new brand.

The integration here is fantastic, no bolt-on or add on association, but a deep education in the form of programing that becomes a three hour ad for a new brand.

Although, it will be tough for this fledgling brand to compete against the established players, the rich level of content and the emotional journey that the programming will take viewers on, will be so much deeper than any ad campaign from one of the leading brewers.

The challenge will be building and maintaining the momentum after the initial wave of coverage and PR.

However, it does show an opportunity for a new way to think about branded content.

What if Bud was to develop a new brew with a programming idea like this, rather than simply attach its name as a show sponsor or have featured product placement?

Obviously Anthony Bourdain, is the one guy who could do this in the US- let’s see what he does next after the success of No Reservations.

Posted by Ed Cotton