Nescafé’s Dolce Gusto first product placement advertiser

Nescafé has signed a £100,000 deal with ITV’s This Morning to feature the coffee machine Dolce Gusto, making it the first product placement advertiser on UK television screens.

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As of today, (28 February), product placement will be allowed under new Ofcom guidelines.

The three-month deal between ITV and Nescafé will see the Dolce Gusto machine in the kitchen area of the daytime show’s set, hosted by Holly Willoughby and Phillip Schofield.

Earlier this month, Ofcom released the logo that broadcasters must show during UK-produced programmes containing product placement, together with rules on when it has to be shown. New rules stipulate that a product placement logo must appear in any one of the four corners for three seconds at the start and end of programmes and after ad breaks.

Ofcom rules restrict the way in which products can be integrated: placement must always be “editorially justified”; programmes cannot be created or distorted so that they become vehicles for brands; and products cannot be featured in an unduly prominent way.

There is also a blanket ban on the placement of alcoholic drinks and foods high in fat, sugar and salt; and programme categories where placement will be excluded include children’s programmes and news bulletins plus UK-produced current affairs, consumer affairs and religious programmes.

Look out for exclusive research on the public’s attitude to product placement in this week’s issue of Marketing Week (cover dated 3rd March).

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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