Channel 5 wins Hooch deal

Channel 5 has negotiated an unusual sales deal with Bass, in which the advertiser’s Hooper’s Hooch brand will fund the production of a series of 20 short films.

Channel 5 has negotiated an unusual sales deal with Bass, in which

the advertiser’s Hooper’s Hooch brand will fund the production of a

series of 20 short films.



The deal was brokered by Channel 5 business manager Jon Lewis and

Richard Brinkman, head of sponsorship at BBJ, Bass’s media agency.



Bass has paid pounds 150,000, which will pay for the production of the

90-second films, called Sharp Shorts, aimed at ’inspiring viewers in

their late 20s and 30s’. The Hooch branding will appear in the

sponsorship bumpers around each film.



Although the deal looks similar to other programme sponsorship deals,

Lewis stressed that the whole initiative was conceived ’hand-in-hand’

with Bass. ’They came to us with a brief and we came up with the perfect

programme. This is not just about sticking the sponsor’s logo on an

existing programme.’



Bass is currently trying to re-position Hooper’s Hooch as a more

fashionable brand, suited to twenty- and thirtysomethings.



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