Global Brands has announced its biggest ever above the line investment and confirmed that Amigos Tequila Flavoured Beer is the lead sponsor of ITV2’s new comedy programme, Plebs.
The broadcast sponsorship package, negotiated by ITV Commercial and Global Brands started on 25th March 2013 and the first episode was the most watched programme on the digital channels.
Amigos Tequila Flavoured Beer will feature on all six of ITV2’s 30-minute episodes and the ident bumpers were created by White Noise Productions. The show has been publicised extensively across digital advertising boards, newspapers and on TV.
Plebs, produced by RISE Films, is a thoroughly modern comedy with an ancient setting. The series follows three desperate young men from the suburbs as they try to hold down jobs and climb the social ladder in the big city, a city that just happens to be Ancient Rome. The series stars Tom Rosenthal (Friday Night Dinner), Joel Fry (White Van Man, Trollied) and Ryan Sampson (Work Experience, After You’ve Gone) as the three young men.
Simon Green, marketing director for Global Brands said:
“Amigos was created as a tribute to the Aztec God of Parties, so the brand fits perfectly with the spirit of the show’s characters. We’re expecting the partnership with Plebs to be a strong sales and demand driver for the brand, so we would urge our customers to stock up early on Amigos, which is currently the fastest growing tequila flavoured beer on the market*.
“Traditional lager is struggling but Spirit Beers are experiencing over +90% growth** in both the on and off trade channels, and we’re confident that national exposure for Amigos Tequila Flavoured Beer will do even more to excite and educate consumers about this emerging category.”
Lisa Staniforth, Business Development Manager (Nations & Regions) at ITV said:
“We are delighted to welcome Amigos Tequila Flavoured Beer on board as the sponsor of our brand new modern comedy for ITV2, Plebs. We feel the sponsorship is a great brand fit and look forward to working together to make the partnership a success.” Consumers can learn more about the brand at the recently launched micro site – www.amigosbeer.co.uk
*Volumes +205% (Nielsen 2012)
**BBPA UK Quarterly Beer Barometer MAT DEC 2012 (Off Trade) and CGA MAT MAR 2012