Channel 4 announced today it has signed a new sponsorship deal with Anadin for its popular daytime game show, Deal or No Deal.
The 12-month partnership launches on Tuesday 20th November 2012 with idents featuring a branded yellow telephone in the style of the programme's iconic black telephone to offer a pain relief hotline.
The deal was negotiated by Sam Fowler, Creative Solutions Manager at Vizeum and Felicity Ive, Group Partnership Manager at Channel 4.
Felicity Ive at Channel 4 said: "We're delighted to partner with Anadin on a new sponsorship deal for one of our viewers favourite daytime shows. We also enjoyed having some fun with the on screen creative by giving The Banker's telephone an Anadin makeover."
Helen Cross-Fancy, Anadin Brand Manager said: "We are very excited about sponsoring such a popular show and a firm TV favourite. The idents convey the brand's positioning of being understanding and offering solutions to our everyday pains. We have taken a key element from the show, the bankers phone turned it yellow to fit with the Anadin branding, and instead of the mysterious banker on the other end of the phone, there is Anadin to help you.
"The idents will be mainly featuring the UK's number one selling branded oral painkiller caplet# Anadin Extra, but will also feature Anadin LiquiFAST and Anadin Joint Pain."
Notes to Editors