The year-long sponsorship deal will start on 15 February, as part of Müller’s 2010 strategy to celebrate the brand’s core values and engage in an ongoing dialogue with the key consumers.
Through the TV game-show sponsorship, Müller Corner hopes to reach a new consumer group of over 45 year old empty nesters looking for a healthy balanced lifestyle – a segment of the market that viewers of Deal or No Deal over-index heavily on.
The sponsorship idents will focus on the launch of Müller Bio Yoghurt Corner and will be used to launch further new lines throughout the twelve-month period and as a platform to celebrate Müller’s “dairy goodness”.
The on screen sponsorship will also be extended to video on demand for PC and TV with ‘pre-roll’ and commercial break sponsorship.
Chris McDonough, Müller UK’s marketing and R&D director, says: “Deal or No Deal is the perfect fit for the Müller Corner brand enabling us to reach our key audiences with very little wastage and exceptional frequency. The longevity of the sponsorship means that one third of all adults will be exposed to the brand four times or more ensuring the messages are absorbed, and also allows flexibility to communicate new news. Sponsorship is a new territory for Müller Corner and we’re delighted that our first foray into the field is with such a high profile and much-loved Channel 4 property.”
The deal was brokered by MediaCom Beyond Advertising.
McDonough was announced as the new marketing director at Molson Coors, the owner of the Carling, Grolsch and Coors Light brands, replacing Simon Davies who left last October. He joins Molson Coors in June.