Overview: In Season 4, Episode 2 of Apple TV+ ‘s Ted Lasso, Mediaplacement worked with production to bring Guinness naturally into Mae’s pub, helping set the tone as Ted settles back into life in London. The integration puts Guinness into the story in a way that feels true to the characters, the setting, and the unmistakable pub culture of Ted Lasso.

Execution: As Ted heads downstairs through the pub on his first morning back, Mae approaches him with a pint and offers it as “something to set you up for the day.” Ted politely declines, explaining he’s not a morning beer person, while Mae counters with the familiar idea that Guinness is “a full meal.” Ted moves on, but Mae eventually takes a sip herself, a quick, character-driven exchange that gives the brand a memorable moment without pulling the audience out of the scene.

Results: The timing amplified the placement’s impact: Season 4 of Ted Lasso quickly became a global streaming success, reaching the #1 streaming spot in 37 countries, including the United States, within 24 hours of the first episode’s release. The integration reached over 11 million viewers and is valued at $688K.