The UK’s biggest programme sponsorship deal, struck between Cadbury and ITV’s Coronation Street, has been renewed until the year 2000.
Cadbury’s new marketing director, Mark Smith, decided to re-sign the 10m a year sponsorship package for a further 16 months. It was first negotiated in September 1996 by his predecessor, Alan Palmer, as a means of circumventing the rising costs of TV airtime.
The latest deal was again negotiated by Cadbury’s media agency Carat with ITV sales house Laser.
Break bumpers featuring animated scenes of a street and characters made of chocolate, followed by advertising straplines for specific Cadbury chocolate brands, will continue to be shown four times an episode, four times a week.
Cadbury claims that its partnership with the most popular TV programme in the UK, which regularly attracts audiences of 15 million, has recorded awareness levels of more than 90 per cent and has boosted sales.
According to research, the frequently changing credits have also entertained viewers. The credits often have an interactive element, with related on-pack promotions, competitions and so on.
Smith says: “Compelling results like these gave us the confidence to make the continuing commitment to broadcast sponsorship as a marketing medium.”
Cadbury is expected to introduce more changes to its credits as the deal progresses.