Danone Sweetens Up Carlton Drama

Carlton has secured Danone Activia Yoghurt to sponsor its new 10-part drama series, Sweet Medicine, which is to be broadcast this autumn.

The sponsorship deal, which is worth over £600,000, will begin on 4 September and will include a research tracking study to assess the effectiveness of the campaign. The sponsorship will include break bumpers and end credits.

Sweet Medicine, which stars Patricia Hodge, is part of a range of new drama on ITV this autumn, intended to boost ratings at the channel.

Commenting on the initiative, Peter Manten, sponsorship manager at Carlton TV, said: “We are delighted that Danone Activia Yoghurt has seized this unique opportunity to deliver its core values by this most fitting association with Sweet Medicine.”

Fionnuala O’Malley, brand manager at Danone, added: “This major new series is the perfect vehicle to communicate the brand values of Activia Yoghurt as a tasty and healthy choice for all the family.”

The deal was negotiated by Vicki Connerty, sponsorship manager at Carat Sponsorship, and Peter Manten, account manager at Carlton Sponsorship.

Earlier this week, Carlton’s fellow ITV partner Granada revealed it is launching a £1.5 million television and outdoor advertising campaign to promote a range of products featuring its pre-school character, Engie Benjy (see Granada Launches £1.5 Million Pre-School Marketing Drive).

Carlton: 020 7663 6363 www.carlton.com

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