SodaStream Cleans Up With Inside Soap Sponsorship
Hachette Filipacchi has secured long-standing drinks firm SodaStream as the sponsor of its forthcoming Inside Soap awards, giving the brand prime placement at both the ceremony, and within the magazine’s extensive coverage of the event.
The awards, celebrating their 10th year, will be launched with a star-studded party in September, promising more glitz and glamour than ever before. SodaStream’s coverage of the event will carry a unique sponsorship strapline, ‘Family Fizz at the touch of a button’, highlighting the brand’s appeal to soaps’ family audiences as well as the product’s established heritage of over 100 years.
The sponsorship package will provide SodaStream with retail partner activity, presence and sampling at the awards party, sponsorship of Best Actor award and branding and four pages of creative advertorials in Inside Soap magazine. The sponsorship package is potentially highly lucrative. The value of media coverage surrounding last year’s awards amounted to £2.3 million, a statistic which SodaStream will be eager to repeat.
Commenting on the deal, Anna Butlin, ad director at Inside Soap, said: “We are thrilled to be working with SodaStream for this year’s Awards and we have put together a really exciting sponsorship package. The Inside Soap and SodaStream partnership will bring together two family favourites at one of the most anticipated celebrity parties of the year!”
In addition to its regular awards activity, the magazine has also teamed up with bookmaker Ladbrokes, providing betting services on the awards with a sponsored box on the nomination pages of Inside Soap to direct readers to the company’s website. Bets can be placed throughout the two week voting period, with betting odds already set against all nominees in each of the 13 categories.
Ladbrokes spokesman, Warren Lush, expressed delight at the milestone deal, stating: “We’re very excited to be the official bookmakers for the Inside Soap awards. I’m confident there will be some really competitive betting between the top soaps.”
However, despite the hype surrounding the awards, Inside Soap has performed poorly recently, with circulation plummeting by 15.5% year on year in the six months to December 2003. The title now has a circulation of just under 201,000 still leading the market of soap tiles.
Hachette Filipacchi: www.hachette-filipacchi.com
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