Muller sponsors Blind Date with 23 idents

Muller's £2 million sponsorship of the next series of Blind Date is being marked with a series of 23 programme idents produced by Publicis.

The yogurt manufacturer believes the wide range of age groups who watch the show provides an ideal opportunity to showcase its products to a broad and mixed audience.

The 23 idents will appear in and around the new series of the revamped programme, when it begins its 26-week run on Saturday in an attempt to claw back audiences, which have slumped from 14 million in its heyday to 4.6 million.

The idents build on the "Muller love"-themed advertising developed by Publicis and use a family sitcom format, featuring parents and their three children who take their inspiration from some of the show's most famous lines and moments.

In one spot, the mother carries a tray with three Muller Corners into the living room where the family is sitting around the TV and tells them that: "The choice is yours."

Another features the parents on the sofa watching TV. The father peels back the lid of a yogurt pot and licks it, leaving a blob of yogurt on his nose. Oblivious to what's happened, he asks his wife: "Number two - what does he think he looks like?"

The indents were written by Paul Campion, art directed by Tony Smith and directed by Nick Jones for Rogue Films.

Ken Wood, Muller's managing director, said: "The sponsorship will give Muller the opportunity to engage consumers every week, building a strong emotional relationship."

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