WKD has created eight idents with Big Communications to promote its broadcast sponsorship of The Only Way Is Essex.
The three-series sponsorship deal gives WKD 60 seconds of branded accreditation per prime-time episode of the reality entertainment show, with the idents looking to play on the activity of the stars of TOWIE: one sees a sun-bathing bottle of ‘bronzed’ WKD Iron Brew and a ‘pale’ bottle of WKD Blue compare the progress of their tans.
Debs Carter, marketing director for WKD at SHS Drinks, said: “We’ve worked hard to ensure that our sponsorship approach is both entertaining and in keeping with programme content. TOWIE is the most talked about thing on TV for our target audience and we’re confident that our witty idents will give them a little extra to smile at.”
Three 2014 series of TOWIE will air in spring, summer and autumn respectively.