The upcoming season of Paramount Network’s “Yellowstone” promises Dutton family drama, Montana political intrigue—and plenty of Coors. The Molson Coors brand has extended its product placement deal in the show, which begins its fifth season on Nov. 13.
The renewal comes as product placements rise in popularity with brands seeking more ways to gain the attention of viewers who are skipping ads, or not watching any ads at all on ad-free streaming networks. Paramount, of course, runs ads—but Coors sees the show integration as a way to embed its brews within a show that fits its brand ethos. “This Western culture cowboy narrative has always been a part of our DNA. So it was a very authentic partnership for us,” said Tracey Bien Schenck, senior marketing manager for Coors Banquet.
Coors, which began putting its beers in the show in 2018, has expanded this season’s arrangement to include “Yellowstone”-themed retail displays, while running a “Live Like a Dutton” sweepstakes that will send the winner and three friends on a trip to a Montana ranch. Coors is also plugging its partnership with the Western cowboy drama with digital ads on Facebook, Instagram and Twitter, as well as out-of-home ads and on e-commerce platforms.