Mineral water brand Vittel has tied up a sponsorship deal with the fourth series of Channel 4’s celebrity sports reality TV programme The Games, as it repositions towards younger, more active consumers.
Vittel will reveal a new logo and new packaging this spring, aimed at improving visibility and brand recognition. New bottles, launched in the UK in April, will have red caps rather than blue and a red label. The bottle has been remoulded to make it more curvy and textural detailing in the shape of chevrons has been incorporated, giving the product more impact on shelf and making it easier to carry.
The multi-million pound deal will see the Nestlé water as headline sponsor of all the show’s programming on Channel 4 and E4. including live coverage, across all nine days of the series, and The Games website.
The last series of The Games attracted four million viewers and this run, which starts next month, although Channel 4 still to announce transmission dates, is likely to see an increase on those numbers. Jamie Theakston and Kirsty Gallagher will present the shows live.
The sponsorship deal was negotiated, implemented and managed by Performance, Mindshare’s specialist associative communications arm, as part of Vittel’s relaunch aimed at attracting urban youngsters with active lifestyles.