ITV has agreed to two significant new partnerships with Costa Coffee and Co-op for Coronation Street.
Viewers will now see Co-op and Costa Coffee storefronts as part of a new extended Weatherfield set. Both facades will be fully branded and open for business in Spring 2018 with other assets such as posters, bags and cups integrated across the soap.
The agreements also include digital and brand-licensing aspects for both brands, enabling them to use Coronation Street assets and extend the partnership off-air.
Commenting on the news, Mark Trinder, sales director at ITV, said: “The expansion of the Coronation Street set has given us a great opportunity to feature branded shop facades as more of Weatherfield is opened up to viewers.
“Incorporating product placement on this scale is something we have wanted to do for some time and we’re delighted with this exciting opportunity. We’ve worked really closely with the Coronation Street team to make sure we’ve got a great brand fit for Co-op and Costa Coffee with the nation’s favourite soap while still ensuring editorial integrity.”
Reaction to the news has been mixed amongst viewers, with one Twitter user commenting: “First it was the ridiculous cheesy music scenes, then the Baylis & Harding bus stop post and now Costa Coffee cups. WTF is happening to #CoronationStreet. Enough with the changes and #productplacement BS.”
However, others were more positive in their response: “Noticed your lovely cups straight away… great placement”.
UK broadcasters have been able to deploy product placement as a form of advertising since 2011. However, there are stringent rules about which products can and can’t be used, such as alcohol, or anything linked to gambling.
Additionally, programmes must also carry the “PP” logo to indicate their use of product placement.
