Tizer has emerged as the sponsor of ITV’s Saturday morning pop
chart programme CD:UK, in a deal worth pounds 500,000.
ITV has been seeking a sponsor since August last year when it rebranded
its overall Saturday morning line-up as SM:TV. At the time, it ditched
its long-running music feature, The Chart Show, and replaced it with
CD:UK, hosted by TV celebrities Ant & Dec.
The programme broadcasts a variety of live pop music between 11.30am and
Tizer, which is owned by AG Barr Soft Drinks, spent pounds 284,000 on
advertising last year (ACN Meal). It plans to run several different
45-second idents per show. The idents will adopt a light-hearted tone
and will be aimed at CD:UK’s diverse audience of children and young
The new sponsorship, which begins on January 23,will run until January
2000. It was negotiated by CIA Medianetwork and ITV’s sales house
The soft-drink brand had previously sponsored The Chart Show. A
spokeswoman for AG Barr said that Tizer had been happy with that deal
and would have almost certainly signed up for another series had ITV not
axed the show.
To tie-in with its sponsorship of The Chart Show, Tizer asked consumers,
through on-pack promotions, to send in photos of a nominated friend
whose head would be ’refreshed’ and shown in the idents.
AG Barr appointed Brand New Media to launch a web site to complement the
In 1996 AG Barr dropped its classic circular logo for a modern-looking
blue can with a red top. At the same time a new catchline, ’Refresh your
head’, was introduced to replace the original ’The appetizer’
The rethink was aimed at its core market of five- to 15-year-olds.
Prior to this, the drink had used Chris Evans, DJ and television
presenter, to endorse the brand.
AG Barr’s other brand, Irn-Bru, was signed up to sponsor TFI Friday, the
show hosted by Evans on Channel 4, in February last year.
AG Barr believes the new sponsorship will boost sales of its Tizer
According to figures from ACNielsen, Tizer does not feature in the list
of top 25 soft drinks. Irn-Bru is at number eight.
Nigel Dugdale, group marketing manager at AG Barr, said: ’During the
year, CD:UK will reach 91% of kids and 89% of 16- to 24-year-old adults,
a perfect blend for the Tizer brand.’
More recently, Tizer sponsored two one-off music events on ITV last
November; The MTV Europe Music Awards and The Noise.
This article was first published on Marketing