New Cadbury’s Sponsorship Idents For Coronation Street
New Cadbury’s sponsorship credits for Coronation Street will launch on Monday, seeing the continutation of a deal worth around £10m per year for the commercial broadcaster.
The new idents are designed to create a stronger link between the “everyday life” seen on the soap and they way Cadbury’s products fit into everday life. A range of characters have been designed to reflect the properties, values and variety of the range and each set of characters has its own storyline featuring one of the Cadbury brands. The first will be for Cadbury Buttons, while brands including Dairy Milk, Flake, Roses, Heroes and Creme Egg will follow during this year and 2003.
The sponsorship deal was recently extended until the end of December 2003. Martin Lowde, director of sponsorship and licensing at Granada Enterprises, commented: “Cadbury’s and Coronation Street is not only the biggest broadcast sponsorship association in Europe but also the most popular with viewers and consumers alike. Cadbury’s are further maximising this integrated sponsorship by developing new creative.”
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