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Foster's reinforces Original Comedy on Channel 4 sponsorship with new idents

Foster’s has unveiled a new set of branded programme idents as part of the brand’s sponsorship of more than 100 hours of original comedy on Channel 4 this year.

Created by Adam & Eve, the series of five, 10 and 15 second idents entitled ‘Sushi’, ‘Sofa’, ‘Robot’, ‘Claw’ and ‘Blimp’ will be used to promote the sponsorship throughout the year. The new work features brand ambassadors Brad and Dan and their range of ingenious techniques to enjoy Foster’s without missing a moment of television.

Gayle Harrison, brand director – Foster’s at HEINEKEN, commented: “Research shows that awareness of Foster’s association with comedy continues to grow massively among our primary target market of young male drinkers and the Foster’s Original Comedy partnership contributes significantly to this success. We anticipate that more than 35 million adults will see a least one ident for Foster’s sponsorship of Original Comedy on Channel 4 this year.”

Media planning and buying was handled by MediaVest.