Ribena Sparkling has launched a three-month partnership with Channel 4.
The partnership saw the drinks producer sponsor Friday Nights In on 4, making it the first TV sponsorship for Ribena Sparkling, and the first dedicated consumer marketing campaign for the range.
The new sponsorship will see a series of five specially-created 10-second idents run throughout Channel 4’s Friday night schedule up until Christmas Eve.
The campaign will also feature a social promotion as well as on-air advertising.
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“We’re delighted to be bringing the RIbena Sparkling range to Channel 4 viewers as part of their much-loved and hugely popular Friday night experience,” head of Ribena at Suntory Beverage & Food GB&I, Helen Passard, said.
“As the temperature begins to drop and the nights draw in earlier, evenings with friends and family at home in front of the television become a core part of consumers’ routines at this time of year.
“What’s more we know how important it is to provide the right range of drinks for the night in occasion.
The news comes as earlier this year Lidl was announced as the first-ever sponsor of the brand new ITV entertainment show The Masked Dancer.
The new sponsorship saw the Masked Dancer stage turned into a Lidl store, with a specially created Masked Dancer character, Goose.
“The huge popularity of The Masked franchise, locally and globally, makes it the perfect platform to showcase what Lidl has to offer, for everyone,” Lidl GB marketing director Claire Farrant said.