ITV has confirmed that Walkers will be replacing Diet Coke as the sponsor of its Movie Premieres. The deal, thought to be worth around £4 million, is aimed primarily at promoting Walkers’ Doritos brand through sponsorship credits on films such as Last Action Hero, Groundhog Day and Sleepless In Seattle.
The deal begins on August 17 and runs until the end of next year with the option for renewal: it will cover 16 films in 1996 and 40 in 1997. Different credits have been created by BMP DDB Needham to suit each type of film.
ITV: 0171 843 8000
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