Key Takeaways:

  • Netflix announced that its golf-themed film starring Will Ferrell, "The Hawk," will launch with custom ad campaigns for Mike's Hard Lemonade and modern Genesis at the time of its release,according to a press release。
  • Mike's Hard's ad aims to continue the brand refresh it initiated earlier this year. The creative features Luke Wilson as Golden Fisk—the rival golfer to Ferrell's character Lonnie Hawkins, and also a character sponsored by the beverage brand within the show.
  • Mike's Hard's partnership also extends to retail channels nationwide, offering co-branded merchandise through a sweepstakes. Genesis's ad is also directly tied to the show's world: a key character seeks solace in a vehicle's cabin during a high-pressure sports moment.

Deep Dive:

The two partnerships Netflix has forged around "The Hawk" indicate that the streaming platform is focusing on custom brand integrations deeply tied to content, aiming to stand out in the increasingly competitive ad-supported streaming landscape. As the company seeks to diversify revenue growth beyond subscriptions and attract price-sensitive viewers, advertising is becoming an increasingly important part of Netflix's business.

Both campaigns feature actors from "The Hawk" cast and represent new ventures for each brand. Genesis, Hyundai's luxury brand, rarely ventures into comedy given the category's typically serious and high-end tone; Mike's Hard, meanwhile, is tapping into golf—a sport that, due toattracting more young people to pick up clubsandis becoming a bigger magnet for advertisers. Netflix believes that brands taking such risks through entertainment partnerships are likely to be rewarded by fan communities.

"Projects like 'The Hawk' aren't for every brand, but they are for these two because it aligns with their business and brand goals," said Magno Herran, Netflix's Vice President of Global Brand Marketing and Partnerships, in a statement.

For Mike's Hard, the "The Hawk" partnership is part of its broader push to increase marketing efforts. As a legacy brand under Mark Anthony Brands, the company is trying to navigate a rapidly changing beverage alcohol market where reaching Gen Z has become particularly challenging. The alcoholic citrus drink marketer launched its new creative platform "Made with Real Character" in March,which features three edgy animated lemons as protagonists。

Another new face for the brand is Wilson's Golden Fisk—the smooth villain in "The Hawk" who goes head-to-head with Ferrell's character. In an ad directed by Lucia Aniello, known for "Hacks," Fisk struggles to stuff a large bottle of Mike's Harder Lemonade into a sun lounger with his personal label, all set to the background music "A Horse With No Name." Mike's Hard's partnership with Netflix also extends to retail, with co-branded displays rolling out in stores across the United States.

Genesis's creative, meanwhile, centers on Lance Hawkins, the son of Ferrell's protagonist: after breaking down emotionally on the course due to pressure, he retreats to his car to calm down and then successfully hits his next shot.

"The Hawk," co-created by Ferrell, Harper Steele, and Chris Henchy, premieres on July 16 and also stars Ferrell's "Saturday Night Live" colleague Molly Shannon. One challenge facing Netflix and its brand partners is maintaining long-term viewer engagement; according to a recent Bloomberg report,more viewers are abandoning shows on the platform after watching just one season. Some critics have also expressed dissatisfaction with the growing number of obvious product placements in content, an issue that could be amplified asNetflix aims for $3 billion in ad revenue this year.

Other streaming platforms are also adopting strategies similar to Netflix's, as they view advertising as a booster for profit growth. Prime Video's "Elle"—the prequel series to "Legally Blonde"—launched earlier this month, accompanied by a deep sponsorship partnership with L'Oréal Paris。