The US soft drinks manufacturer T&T has negotiated a pounds 1.5 million deal to sponsor ITV's new 'real-life' soap opera Popstars to launch the T&T brand in the UK.
Popstars, a key element of ITV's comedy and entertainment line-up for the winter, is a joint venture between Granada Media (LWT) and the record company Polydor. The 14-part series starts on 10 January and will chart the creation and launch of a new teen pop group.
Burkitt DDB negotiated the deal with Granada Enterprises Commercial Ventures, Granada's sponsorship arm, on behalf of T&T. The deal includes programme credits and sponsorship of the Popstars website.
T&T will launch canned and bottled drinks in four fruit flavours in the UK. Its first carbonated range is designed to appeal to the UK teen market.
Burkitt DDB will produce creative for the credits, featuring a popstar character for each of the four flavours: Jazz Berry, Citrus Zing, Cool Lemon and Tropicombo. Characters will appear as band members in various humorous scenarios.
Candice Knapper, the media director at Burkitt DDB, said: 'T&T needs a strong launch to catapult the relatively unknown brand into the everyday drinking market of the fickle teen market. Popstars is seen as an ideal platform because of its broad teen appeal and sensationalist media potential.'
T&T launched in the US in 1995 and is planning to launch a number of products into the UK, including health drinks to appeal to the female market, a smoothie range and an energy drink range.
The Omnicom-owned Interbrand is developing style and image for the ranges.