Gulp! links up with The X-Files

The X-Files is to be sponsored by the appositely named Gulp! fruit flavoured milk drink when it returns to Sky One on Sunday.

The X-Files is to be sponsored by the appositely named Gulp! fruit

flavoured milk drink when it returns to Sky One on Sunday.



The deal is part of a pounds 1 million campaign to promote the product

by its manufacturer, MD Foods, and was brokered by its agency, the

Leeds-based Advertising Principles.



The sponsorship deal covers all 22 episodes of the programme’s sixth

series, together with subsequent repeats, and fits in with the strategy

of targeting the drink at teenagers and young adults.



Lisa Palillo, the MD Foods marketing controller, said: ’We want to bring

an element of young, cult status to flavoured milk and we felt the

agency’s suggestion of The X-Files was an absolutely perfect vehicle for

reaching our target audience.’



Advertising Principles presented its sponsorship idea when it

successfully pitched for the business in January against the other MD

Foods roster agencies, FCA! and BMP DDB. The agency is currently in the

final stages of producing what is effectively 11 different commercials

to run across 22 episodes.



The sponsorship, which will be supported by a summer poster and bus-side

campaign, replaces FCA!’s campaign featuring the stapline: ’Don’t

Swallow ... Gulp!’.



The idents will reflect the unexpected twists of The X-Files

plotlines.



Phil Hesketh, one of the agency’s founding partners, said: ’The

sponsorship differs from current trends in that the creative execution

directly reflects the programme content.’



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