Guinness × Ted Lasso
- Viewers across 6 episodes
- 63M
- Seconds of exposure on screen
- 155
- Preliminary value of Guinness placements in the season
- $2.5M
- Streaming in 37 countries within 24 hours of the premiere
- #1
One organic verbal mention turned a familiar pub truth into a memorable brand moment. Guinness continued to show up in meaningful ways throughout the season.
- When the larger paid collaboration didn’t go ahead, we kept working with the creators through our Writers Room Program.
- Guinness moved from a memorable joke into the fabric of the show: harp branding and pints in the pub, sponsor banners and uniform logos on the pitch, and “split the G” toasts in Mae’s honor in the finale.
- Fans quoted the line on Reddit, Apple TV shared the moment on its social channels, and independent recaps and podcasts repeated it.
In Season 4, Episode 2 of Ted Lasso on Apple TV+, Guinness makes a natural appearance at Mae’s pub, helping set the tone as Ted settles back into life in London. The brand integration, orchestrated by Mediaplacement in collaboration with Diageo, puts Guinness into the story in a way that feels true to the characters, the setting, and the unmistakable pub culture of Ted Lasso.
The first moment comes 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 that 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. It’s a quick, character-driven exchange that gives the brand a memorable moment without taking the audience out of the scene.
Guinness also appears more subtly throughout the episode, with the Guinness tap visible behind the bar during Ted’s conversations with Mae. Later, when Ted winds down after his first day, the tap is again part of the background. These smaller details matter. Rather than forcing the brand into the spotlight, the brand integration allows Guinness to naturally belong in the world of the show, exactly where you would expect to find it in a London pub.
The timing makes the product placement even more exciting. Season 4 of Ted Lasso quickly became a global streaming success, reaching the number one streaming spot in 37 countries, including the United States, within 24 hours of the first episode’s release. Based on to-date viewership, the integration is estimated to have delivered approximately 7.5 million viewers and an estimated preliminary ad value of $308K.
For Mediaplacement, the integration is a great example of what thoughtful entertainment marketing can do. When a brand fits naturally into a show’s story and environment, the result can feel less like advertising and more like part of the experience. Guinness’ presence in Ted Lasso is a small but memorable piece of the show’s return to Richmond and a product placement we’re proud to have helped bring to the screen. Cheers to that. 🍺
Stills
