Cadbury/Coronation St deal renewed until 2000

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here