Diageo is stepping into a sacred zone of any woman – TV-series. Baileys Irish Cream liqueur becomes a sponsor of the new series of ‘Desperate Housewives’ in the UK. The beginning of the collaboration starts today, January 27, with the first episode and through June 2010.
The brand’s idents will appear before and after the advert breaks during Desperate Housewives. There are 23 episodes in this season that is running on Channel 4 and E4.
“We’re really pleased to be working with Channel 4 and for our Baileys idents to be featuring in the sixth season of Desperate Housewives, one of the most popular TV programmes for women 18-49,” said Violeta Andreeva, Baileys brand manager at Diageo Great Britain.
The refined drink aimed at ladies is also spending $1.6 million on the promotional campaigns, which are being developed for Valentine’s Day, Mother’s Day and Easter.