PG tips teams up with Deal or No Deal

Channel 4 and Endemol in Digital Brand Integration First

PG tips, the nation’s favourite tea brand*from Unilever UK, has partnered with popular Channel 4 daytime game show Deal or No Deal for the first time.

In a three month partnership, PG tips branding will be visible on the mug used by Deal or No Deal’s main contestant via innovative technology that will embed the PG tips logo onto the mug.

The first episode to feature the PG tips logo will air on 7th August 2012.

The partnership with Channel 4 and Endemol was negotiated by BE The Brand Placement Agency. The technology solution was provided by Digital Brand Integration specialists MirriAd using Predictive Analytics which forecast the overall quality and quantity of brand exposure.

The use of digital integration technology is a first for Endemol in Europe, a UK first for Unilever and the first to feature in a programme aired by a UK terrestrial broadcaster.

This is the fifth in a string of high profile placement deals for both Channel 4 and for Endemol in 2012.

Tana Walker, PG tips Brand Executive at Unilever UK says: “As the biggest British tea brand, *Latest IRI Data to 9th June 2012 we are excited to be partnering with such a well-loved British show. The partnership with Deal or No Deal is a great way to communicate with our loyal customers and drive growth into the Tea category through encouraging late afternoon tea moments, when you can relax with a nice cuppa and some light-hearted TV entertainment after a busy day.”

Vicky Kell, Business Manager, Partnerships, Channel 4 said: “We’re delighted to announce this unique partnership between ourselves, Unilever, Endemol and MirriAd.  It’s a groundbreaking combination of innovative technology, used on a scale never seen before on British TV, with one of Channel 4’s flagship shows. As usual, we’ll be investing in research to prove the effectiveness of the Placement, and look forward to adding this to our growing bank of PP examples”

*Latest IRI Data to 9th June 2012


Press Contact: Claire Cumberland ccumberland@channel4.co.uk/ 0207 306 8315

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