The sponsorship will run from the first episode due to air tomorrow (27 January) until June 2010 across Channel 4 and E4.
As well as the sponsorship of Desperate Housewives,. Diageo will also unveil a £1mill integrated marketing campaign for Baileys to help drive awareness in the lead up to key spring occasions including Valentine’s Day, Mother’s Day and Easter.
New television advertisements will launch on 8 March will run until Easter weekend. The advertisements have been created to inspire consumers to enjoy the perfect serve of Baileys during social occasions over Easter.
Violeta Andreeva, Baileys brand manager at Diageo GB, says: “We’re really pleased to be working with Channel 4 and for our Baileys idents to be featuring in the sixth season of Desperate Housewives, one of the most popular TV programmes for women 18-49.”
“The TV advertisements and POS kits combined with the sponsorship of Desperate Housewives means that Baileys will have increased awareness and visibility over spring, helping retailers drive sales during this key time of year for the brand.”
The Desperate Housewives sponsorship was negotiated by Carat sponsorship and Channel 4. The Channel has just appointed David Abraham as its new chief executive.