ITV’s biggest sponsorship deal - Cadbury’s pounds 10 million tie-up with
Coronation Street - is to include a competition element to encourage the
purchase of Cadbury’s products.
The sponsorship deal, which was negotiated by Cadbury’s marketing
director, Alan Palmer, its media buying agency, TMD Carat, and the ITV
sales house, Laser Sales, kicks off this Friday. However, the
sponsorship credits carrying a viewer offer will not appear until later
in the autumn.
When the competition element launches, viewers will be invited to match
up symbols hidden in the creative sequence with symbols printed on more
than a hundred million Cadbury’s wrappers. There are more than eight
million prizes on offer.
The initial sponsorship credits - conceived by Sponsorvision, created by
Aardman Animations and directed by Paul Blake at Bark Films - feature
The credits sail close to the Independent Television Commission’s
sponsorship code by showing a street and characters made of chocolate;
the code prohibits the use of products in credits.
The credit sequence, which gives Cadbury 52 weeks of exposure alongside
the Coronation Street brand, includes a generic five-second shot of the
street and then five seconds focusing on a particular scene on the
Phil Reedy, the creative director of Sponsorvision, said seven creative
treatments had already been completed. ‘We’ll play it by ear as to
whether we need to introduce more,’ he said.
The sponsorship deal was the result of an idea first presented by TMD to
Cadbury two years ago. Simon Rees, the deputy managing director of TMD,
said: ‘The sponsorship is about Cadbury standing out in a cluttered
confectionery market. There’s a strong synergy between the brand and the
programme - both are looked-forward-to favourites - and the association
demonstrates the calibre and scale of Cadbury through the sheer size of
the programme’s popularity.’