Baileys signs up for £1m C4 deal

Baileys liqueur is to sponsor Channel 4’s third series of US hit comedy Sex and the City in a deal said to be worth around £1 million.

The deal represents Baileys first broadcast sponsorship in the UK. It will sponsor the programme from January 10 for nine weeks and will sponsor a repeat series on C4 which is due to air later in 2001.

Under the terms of the package, Baileys, part of UK Distillers and Vintners, is also sponsoring transmission of the third series on C4’s new digital channel, E4 – this will also air later in 2001.

Baileys UK brand manager Daniel Braden said: “Sex and the City is an effective sponsorship vehicle for Baileys in that it will help add flirtation, sensuality and mischief, as well as a touch of bare-faced cheek to the brand.

“Our aim is for consumers to reappraise the brand and consider it outside the traditional Christmas period.

“We want consumers to feel good about being a fan of the programme and the Baileys brand. To this end, the idents that we are creating will bring the best of both Sex and the City and Baileys together.”

The Channel 4 Creative Services team has developed the creative work for the campaign, featuring a series of abstract shots that depict the drink as it moves over ice.

Channel 4 sponsorship manager Mel Briggs said: “Baileys is a great partner for Sex and the City and we are delighted to be working with UDV again. The creative treatments for this campaign are witty and provocative and will be a perfect prelude to the show.”

Media planning and buying for Baileys are handled by Carat UK.

This article was first published on Media Week