Netflix is launching an unconventional promotional campaign for the upcoming second season of its comedic action series “The Gentlemen.” Rather than relying solely on traditional advertising, the streaming platform is partnering with beer brand Stella Artois to create an immersive experience at London’s historic Marlborough Pub from September 3-5.
During the three-day activation, visitors will encounter elements directly inspired by the show’s aesthetic and narrative. Attendees can discover hidden messages from the series, purchase Stella Artois beverages, and acquire exclusive merchandise such as personalized chalices. The collaboration also features video content showcasing series star Theo James alongside soccer personality David Beckham, who serves as a brand ambassador for the brewery.
This partnership represents the inaugural brand collaboration for “The Gentlemen” and fulfills the first phase of a broader multi-year agreement between Anheuser-Busch InBev and Netflix announced previously. According to executives, the integration was designed to seamlessly blend the brand with the show’s content rather than appearing as traditional product placement. Video segments will highlight a five-step pouring ritual specific to the beer brand.
The campaign will extend across multiple markets including the United States, United Kingdom, Canada, Brazil, Colombia, Mexico, South Africa, and South Korea. Netflix continues developing branded partnerships as an alternative to conventional advertising models, leveraging its popular content to attract corporate collaborators.
Originally reported by Variety →
About the Author
