NEWS: Cadbury offers prizes in Street sponsorship

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.

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

‘chocolate’ claymation.



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

street.



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.’



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