The X-Files is to be sponsored by the appositely named Gulp! fruit
flavoured milk drink when it returns to Sky One on Sunday.
The deal is part of a pounds 1 million campaign to promote the product
by its manufacturer, MD Foods, and was brokered by its agency, the
Leeds-based Advertising Principles.
The sponsorship deal covers all 22 episodes of the programme’s sixth
series, together with subsequent repeats, and fits in with the strategy
of targeting the drink at teenagers and young adults.
Lisa Palillo, the MD Foods marketing controller, said: ’We want to bring
an element of young, cult status to flavoured milk and we felt the
agency’s suggestion of The X-Files was an absolutely perfect vehicle for
reaching our target audience.’
Advertising Principles presented its sponsorship idea when it
successfully pitched for the business in January against the other MD
Foods roster agencies, FCA! and BMP DDB. The agency is currently in the
final stages of producing what is effectively 11 different commercials
to run across 22 episodes.
The sponsorship, which will be supported by a summer poster and bus-side
campaign, replaces FCA!’s campaign featuring the stapline: ’Don’t
Swallow ... Gulp!’.
The idents will reflect the unexpected twists of The X-Files
Phil Hesketh, one of the agency’s founding partners, said: ’The
sponsorship differs from current trends in that the creative execution
directly reflects the programme content.’