Lucozade to sponsor Big Brother and Celebrity Big Brother

Lucozade Energy, the Lucozade Ribena Suntory soft drinks brand, is to sponsor Big Brother and Celebrity Big Brother, the Channel 5 reality shows.

The new series begins tonight with animated idents created by Grey London. The creative work plays with the Lucozade bottle, creating it out of bubbles or cubes, and uses gaming sound effects.

The work was created by Mike Kennedy, who handled the copywriting, and Pauline Ashford, who took charge of art direction. It was directed by McBess and Simon through Passion London. MediaCom brokered the deal.

Emma Willis and Rylan Clark, an ex-CBB housemate, will present the series which airs from 9pm tonight.

Celebrity Big Brother, which aired in January, attracted an average of 3.1 million viewers per episode, and an 11.4 per cent share of the audience.

Lesley Stonier, the marketing manager at Lucozade Ribena Suntory, said: "Channel 5’s Big Brother audience is a good fit for Lucozade and kickstarts our wider national campaign this summer allowing us to reach Big Brother’s lively, active audience."

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