Douwe Egberts and Philips Team Up
Douwe Egberts and Philips have teamed up to maximise consumer awareness of the Senseo coffee pod system through a multi-faceted direct media deal with ITV worth £7 million.
The first phase of the agreement will see sponsorship of ITV’s new six-part comedy drama All About George and on line sponsorship of the chat show Parkinson.
The All About George sponsorship package comprises bespoke branded exposure at the beginning and end of every episode, plus ad break bumpers throughout.
The Parkinson website sponsorship package will include branded executions, at the beginning and end of all ten episodes as well as branded advertising on the Parkinson website. An online consumer competition to ‘win a cup of coffee with Michael Parkinson’ and one to win a Senseo coffee machine every week of the show will also be run.
Commenting on the deal, Grant Rosewarne, managing director of Douwe Egberts said: “The deal with ITV is a major piece of activity for us this year and will enable us to cement our category and innovation leadership status. The activity will also enable us to raise awareness of the Senseo coffee pod system among millions of consumers, particularly ABC1s – in the run up to Christmas.”
Rosewarne added: “We’re very excited about the agreement with ITV and aligning ourselves with quality programming and expect another large surge in consumer demand as a result. We therefore advise multiple retailers to stock up on Douwe Egberts Senseo coffee pods and to listen out for news on the next phase of media activity in the coming weeks.”
ITV Sales recently announced a partnership with Mobile Interactive Group (MIG) to create a cost effective and easy method for advertisers to link television adverts to the broadcaster’s mobile services (see ITV Signs Deal For Mobile Ad Tie-Ins).
The new solution will use ITV’s already established 5-digit short-codes as an overlay on traditional TV advertising. Viewers will be prompted to respond to the ad by text and can receive additional product information and multimedia advertiser content.
ITV: 020 7843 8000 www.itv.com