Cadbury Stay On The Street

Cadbury announced that it is extending its sponsorship of Coronation Street for another year at today’s ITV Sponsorship ’97 conference. Speaking at the conference, Richard Frost, Cadbury’s sponsorship negotiator, said: “We have enjoyed a fantastic response to our first venture in broadcast sponsorship, with an unrivalled 94% awareness level of the Cadbury association. Independent research shows that the investment we have made in high quality credits has really paid dividends.”

Cadbury has kept its sponsorship credits fresh by constantly evolving chocolate character story lines within the chocolate street setting. The company exploited the new ITC sponsorship code by introducing brand strap-lines on the credits.

The deal was negotiated through Laser and Cadbury’s media buying agency, TMD Carat. Cadbury has also taken an option, with Granada, to renew for a third year; if taken up this would represent a total investment of over £30 million.

Cadbury: 0171 830 8437

Laser: 0171 396 6000