Disney Gives Advertisers Big Chance to Poke ‘The Bear’
Brian Steinberg Senior TV Editor Some of the food and drink served in the next season of the frenzied family restaurant comedy “The Bear” may just be a lot easier to recognize. After getting queries from more than 40 different advertisers after the program’s first season on Hulu, Disney has come up with ways to mix Madison Avenue more closely into the recipe of the program. Viewers are likely to see Stella Atrois, Coca-Cola and American Express’ Resy online-reservations service develop a closer relationship to the series, with products showing up in scenes and customized promotional content placed alongside the program. The goal, says John Campbell, Disney Advertising’s senior vice president of entertainment and addressable solutions, is to “allow brands and clients to get closer to the intellectual property, closer to the talent.”