To align a recognizable character on a hit TV show, with one of Diageo's single malts, Lagavulin. The goal was to have the product become a staple in the show allowing fans to feel a connection with the brand and their favorite character Ron Swanson.

In the two years of working with the show Lagavulin received over 20 visual placements and multiple verbal mentions. Additionally, in the season premiere the Lagavulin distillery became a story line where Ron actually took a trip to visit it in Scotland. Camera crews were on-hand to capture behind the scenes footage which was turned into an Emmy nominated webisode! The relationship we created with production also led to Lagavulin supporting their 100th episode cast and crew party.

Impressions: 77.8 MM
Value: $822K

Mediaplacement educated the writers and directors on the powerful and smoky quality of the spirit. We worked alongside production to creatively incorporate the brand in an organic way without losing the brand’s messaging. Last, a strategic delivery method was applied in order to keep the brand top-of-mind.