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.’
