Hulu has brand integration on the brain, from a new hire to a new deal with Coca-Cola.

Hulu turned to Pop to hire a vp, head of integrated marketing, bringing Nicole Sabatini on board. She will oversee the annual upfront as well as play a critical role in the development of solutions that allow brands to align with and integrate into Hulu’s slate of originals and premium content.

On Tuesday, Hulu announced a new brand integration partnership with Coca-Cola and exclusive comedy “The Mindy Project.” A range of products–from Coke to Dasani–will be integrated across the season, most prominently in the show’s 100th episode/Season 5 midseason finale (available on Hulu today).

Brand integration is something Hulu is pushing with clients, touting that purchase intent among viewers on the streaming service close to doubles after exposure to integration compared to just ads alone.

As for Sabatini, she most recently served as evp, marketing at Pop, the joint venture between CBS and Lionsgate Entertainment. Before that, she spent six years at NBCU, including a stint as svp, marketing at Style Network. She reports to ad sales svp Peter Naylor.

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