Smirnoff is making its first move into programme sponsorship, teaming up with the Channel 4 show ‘Faking It’.
The new series begins in September and ten new episodes will follow, running through to early December.
Dan Johns, communications planning director of the Smirnoff account at Carat, said: “Both ‘Faking It’ and Smirnoff have the same target audience. The way in which Carat Sponsorship, JWT, Channel 4 and Diageo have worked together on this project has enabled us to challenge several sponsorship ‘norms”.”
The vodka-brand has previously concentrated the majority of its promotional campaigns in clubs, supported by a internet site. It also ran a string of high-profile television commercials.
Programme sponsorship deals have become an increasingly popular method of advertising, Channel 4 previously brokered a similar sponsorship deal of the controversial “Queer as Folk” series with Becks beer. Advertisers looking to re-invigorate their strategies as they come out of the downturn are turning to more integrated and innovative ways of reaching consumers.
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