AMV sets up Douwe Egberts to sponsor C4 autumn drama

Douwe Egberts, the roast and ground coffee producer, is to sponsor Channel 4’s autumn drama blockbuster, A Dance to the Music of Time, which begins this Thursday.

Douwe Egberts, the roast and ground coffee producer, is to sponsor

Channel 4’s autumn drama blockbuster, A Dance to the Music of Time,

which begins this Thursday.



The deal marks a significant switch of strategy by the company, part of

the Sara Lee group, which until now has restricted its advertising to

magazines and supplements.



Both the deal and the strategy were devised by Douwe Egberts’ agency,

Abbott Mead Vickers BBDO, working with two of its AMV group associated

companies - Drum PHD, the sponsorship specialist, and Rocket, the media

dependant.



The opening credits show a speeded-up city scene in which a woman

escapes into a cafe for a quiet coffee. A shorter follow-up credit

reveals the cafe owner sitting down to enjoy his own cup.



Simon Points, the Douwe Egberts board account director at AMV, said:

’The sponsorship associates Douwe Egberts with a high-profile series

which will attract the ideal audience.’



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