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PG Tips to brand the contestant's mug in Deal or No Deal

PG Tips to brand the contestant's mug in Deal or No Deal
Staff Reporter
07 August 2012

PG tips has partnered with Channel 4’s Deal or No Deal for product placement, using new technology to embed the PG tips logo onto the mug used by the show's main contestant.

The use of digital integration technology is a first for Endemol in Europe, a UK first for Unilever (which owns the PG Tips brand) and the first to feature in a programme aired by a UK terrestrial broadcaster.

The first episode to feature the PG tips logo will air today.

The partnership with Channel 4 and Endemol was negotiated by brand placement agency BE. The technology solution was provided by digital brand integration specialists MirriAd using predictive analytics which forecast the overall quality and quantity of brand exposure.

This is the fifth in a string of placement deals for both Channel 4 and for Endemol in 2012.

"It's a ground-breaking combination of innovative technology, used on a scale never seen before on British TV, with one of Channel 4's flagship shows,"  says Vicky Kell, business manager, Partnerships, Channel 4.

Tana Walker, PG tips brand executive at Unilever UK adds, "The partnership 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."

All comments
Nathan  | August 7, 2012
Watching the programme and it looks so fake and terrible it's spoiling the picture! Hope this is not a long term thing as will be switching off!

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