PG tips teams up with Channel 4's Deal or No Deal in digital brand integration partnership
Channel 4 and Endemol have partnered with Unilever brand, PG tips, in a three-month long digital brand integration deal with daytime game show Deal or No Deal.
In a deal negotiated by brand placement agency BE, PG tips branding will be visible on the mug used by Deal or No Deal’s main contestant via technology which will embed the PG tips logo onto the mug from 7 August.
The technology solution for the branding was provided by digital brand integration specialists MirriAd using Predictive Analytics which forecast the overall quality and quantity of brand exposure.
Tana Walker, PG tips brand executive at Unilever, commented: “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.”
Business manager of partnerships at Channel 4, Vicky Kell, said the deal was “a ground-breaking combination of innovative technology,” adding “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 example.”