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Nescafé and ViacomCBS ink sponsorship deal for 90s comedy Friends


By Hannah Bowler, Senior reporter

February 3, 2022 | 2 min read

Friends is the gift that keeps on giving as ViacomCBS UK secures a fresh sponsorship deal with Nescafé to become the show’s sole sponsor throughout 2022.

ViacomCBS and Nescafe agree a sponsorship deal for Friends

ViacomCBS and Nescafe have agreed a sponsorship deal for Friends

Nescafé has agreed a broadcast sponsorship package with Channel 5 and Comedy Central to run a series of five- and 10-second idents with the strapline ‘Make Your Moment.’ All brands within Nescafé’s portfolio will be leveraged, including coffee brands Original, Gold Blend, Azera and Gold Frothy.

Nescafé’s media agency, Publicis Media NestléOne, brokered the deal with the ViacomCBS-owned channels in partnership with Sky Media. NestléOne will also manage the planning, buying and social content.

Reema Toor, client partner at Publicis Media NestléOne, said Friends and Nescafé make a good partnership as the 90s comedy manages to have a strong engagement with Nescafé’s 25+ audience throughout the day.

“This major sponsorship of one of the most iconic shows on television perfectly illustrates how ViacomCBS offers advertisers a breadth of engaged audiences across our channel portfolio with which brands can align,” said Mark Swift, senior vice-president of Ad Sales at ViacomCBS.

Nescafé succeeds trainer brand All Birds, shampoo company OGX and ID Mobile as sponsors of Friends on C5 and Comedy Central.

Friends started out in the UK on Channel 4 before heading over to Comedy Central in 2011 and eventually Channel 5 in 2018. Notable historic sponsors have included Appletiser and Jacob's Creek.

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