Channel 4 today announced that it has signed a new sponsorship deal with Mentos for a bespoke package of programmes on E4 – 'Fresh Telly on E4' – specially created for Mentos' and representing the brand's largest UK sponsorship to date.
The sponsorship, launching on Wednesday, 4th June, will see Mentos exclusively sponsor a mix of home-grown British shows on E4, including Virtually Famous, Youngers, Rude Tube, Rude(ish) Tube, Troy and the much-anticipated new drama series Glue, by BAFTA-winning writer Jack Thorne, coming to the channel this autumn.
Other programmes within the sponsorship package include popular US shows The Mindy Project, Suburgatory, Virtually Famous, The 100 and the build to the last ever episode of How I Met Your Mother.
E4 has had its best-ever start to the year through a successful combination of UK-originated content and US acquisitions. It continues to be the UK's number one channel for 16-34 year olds.
Mentos, the world's number two candy brand, is also seeing a very impressive start to the year in the UK, growing +21.7% YTD, and is the fastest growing Mint brand*.
The partnership, which runs until December 2014, was brokered by Andy Moore and Pallavi Sharma, Channel 4 Sales and Frank Lyons, Director at AMS Media.
The sponsorship creative was designed and created by Sassy Films.
Rob Ramsey, Partnership Leader at Channel 4, said: "We're delighted to have partnered with Mentos for this TV sponsorship activity. Creating a tailored package of successful UK originations and US shows exclusively for Mentos builds on Channel 4 Sales' heritage of delivering innovative marketing solutions for advertisers".
Claire Powley, Brand Manager at Mentos, said: "This exciting partnership with E4 will further strengthen the Mentos 'Stay Fresh' brand positioning with our core target audience, enabling us to showcase our wide product portfolio over a six month period, as well as being fully supported by national sampling, press, experiential and digital campaigns.
"In just seven years since the brand's introduction, Mentos has grown to +£29m, attracting over 5.5 million UK consumers and we are seeing extremely positive growth trends for the future".
* Source: IRI Value Sales, YTD & 52, w/e 26th April 2014