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ITV Aquafresh

AQUAFRESH announced as sponsor of new ITV show Fool Britannia

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By The Drum Team, Editorial

August 20, 2012 | 2 min read

GlaxoSmithKline toothpaste brand AQUAFRESH has been announced as the sponsor of upcoming iTV Saturday night peak time show, Fool Britannia with Dom Joly.

Negotiated by ITV Commercial and Mediacom, the sponsorship deal will cover broadcast, online and mobile, with idents by TBWA.

Lesley Stonier, AQUAFRESH senior brand manager, said: “We are delighted to be sponsoring the exciting new ITV property Fool Britannia. The sponsorship is a great brand fit for AQUAFRESH due to our reputation as great tasting toothpaste enjoyed by all the family and our iconic red, white and blue stripes delivering a true sense of Britishness! It also offers the perfect, prime time platform for us to connect with our target audience and we are proud to be partnering with Fool Britannia to deliver a taste of British family fun to the nation on a Saturday night.”

The new ITV Studio show features Joly ‘poking fun at what it means to be British by unleashing a host of hilarious new characters and pranks’.

Paul Gandolfi, sponsorship manager at ITV, said: "It is fantastic to see Dom Joly back on our screens, doing what he does best in this fast-paced comedy show. Fool Britannia is primed to entertain families all over Britain and we are delighted to have AQUAFRESH on board as the sponsor of the programme as we believe it will be an ideal platform for the brand to engage with their target audience.”

Chris Fuller, head of broadcast sponsorship at Mediacom, said: “Fool Britannia really jumped out as a great opportunity for AQUAFRESH. It’s an exciting new format that fulfils exactly what we were looking for in terms of tone; time of year and crucially it’s in one of the best shared family viewing slots available on TV.”

ITV Aquafresh

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