Suntory rolls out branded content TV show

<P>Japanese consumer products brand Suntory has hit the airwaves with a new branded content show focusing on cocktails, lifestyle and bar cultures.</P> <P>Mixing with the best is a 13-part series produced and distributed  by The Media Village and Australia-based Igloo Productions, airing on Discovery Travel & Living. It features bartenders, analysis of bar design, and how bar culture fits with and provides an experience for consumers in  Asia-Pacific, the Middle East, Europe and the US.</P> <P>According to Charles Edwards, executive producer, The Media Village, the show features a number of Suntory-owned brands, along with products the company acts as a distributor for. "It's a prime example of how we can deepen consumers' relationships with brands, in a non-interruptive, engaging lifestyle context. It brings far more meaning to the brand to engage with them on this level," said Edwards.</P> <P>The brands are integrated into content in four key ways: ambient references, instructional segments, key events such as bar tending championships and distillery tours. "We tried to be very subtle about brand integration. It's not heavily branded with each of the products or with Suntory," he said.</P> <P>The show's supporting collateral also includes a website - mixingitwiththebest.com - featuring episodes, cocktail recipes and the various products used. </P> <P>Edwards said a second series of the show is slated for release in 2007.</P> <P> </P>