WKD is to be the new broadcast sponsor of award-winning TV phenomenon The Only Way Is Essex. The three-series sponsorship deal is the latest demonstration of the increased level of investment in category-leading WKD. The next series of TOWIE – as the programme is often referred to – will be the eleventh of the reality entertainment show.
The sponsorship gives WKD 60 seconds of on-screen accreditation per prime-time episode. Each of the three series will comprise a 60 minute launch special followed by 11 x 45 minute episodes. In addition to bespoke programme idents, WKD branding will also feature across all on-air promotional trailers. With the three 2014 series airing in spring, summer and autumn, Britain’s biggest-selling RTD will build strong associations with the popular reality show produced by Lime Pictures.
Aside from the broadcast element, the multi-platform sponsorship package also includes WKD presence across online and mobile platforms, including ITV’s catch-up service, ITV Player, and popular mobile app. Branded presence will also feature on the TOWIE website on ITV.com.
Last year, series ten of TOWIE attracted an average of 1.4 million viewers, and the number of 18-34 year old viewers increased consistently across series eight, nine and ten. The programme has over 1.1 million Facebook fans and approaching a million followers on Twitter, making its connected and socially active viewers very similar in attitude to WKD consumers.
Debs Carter, marketing director for WKD at SHS Drinks, says: “It’s a real coup to have secured the TOWIE sponsorship. The programme is the most talked about thing on TV amongst our target audience. We work hard to deliver new activities with strong consumer appeal which ultimately lead to benefits for stockists and drive sales, and our increased marketing support this year reflects this.
“With the recent launch of WKD Brazilian, our continued music partnership with Spotify for our ground-breaking WKD SoundClash events and a range of innovative support lined up across our whole portfolio, it’s set to be a dynamic year for WKD. To add some Essex-based sparkle to things will give WKD an all-over glow in 2014.”