Viacom Secures TV Sponsorship For Wrigley’s Gum Brands
Viacom Brand Solutions has secured Wrigley’s to promote its Orbit Ice White and Hubba Bubba brands across the Nickelodeon and Paramount Comedy channels in a sponsorship deal worth six-figures.
The initiative will see Orbit Ice White sponsor the Paramount Brighton Comedy Festival throughout October and Hubba Bubba run a promotion on Nickelodeon targeting children home from school.
Orbit branding will be attached to all marketing activity for the comedy festival including bus and tube posters, visibility at the event and listings in publications such as Time Out and The Guide. The deal continues the comedy theme for Orbit, which recently sponsored Paramount’s Sunday Night Live comedy strand.
The Hubba Bubba promotion will see the creation of the animated Hubba Bubba Gang, which will feature in three 70-second ads on Nickelodeon. A branded website, www.nick-hubbabubbagang.com, will also be created where visitors can play games, enter competitions and interact with the characters.
Commenting on the deals, Dan Salem, commercial director of Viacom Brand Solutions, said: “With our focused portfolio of channels we’ve got the ability to closely match relevant Wrigley’s brands with our target audiences. And because all the creative was handled in-house, we are able to bring out for Wrigley the value in the relationship our brands have with their audience.”
The news follows the announcement that Viacom Brand Solutions has secured Wrigley’s as the exclusive sponsor of MTV’s Total Request Live show. The brand-focused sales house now provides on and off-air and online creative work for three Wrigley’s brands (see MTV Secures Wrigley’s Extra For TRL Sponsorship).
Earlier this year Viacom Brand Solutions and Viacom Outdoor combined their retail and outdoor advertising offerings with the creation of a new service called Viacom Plus (see Viacom Launches Integrated Sales Service).
Viacom: 020 7482 3000 www.viacom.com
Recent Sponsorship Stories from NewsLine Hachette Secure Lacroix For Six Figure Sponsorship Virgin Secures Sky For Breakfast Sponsorship Opus Secures Biggest Ever Ad Deal For Classic FM
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left