Cadbury has been announced as the official sponsor of this year’s The X Factor, as well as The Xtra Factor and all X Factor related programming on TV3 across autumn.
The six-figure deal was negotiated by Cadbury’s media agency PHD Media, and will include branding on all of TV3 and 3e’s X Factor promotions, along with digital sponsorship of TV3’s dedicated X Factor webpage and pre-rolls on all X Factor catch up content on the 3player.
PHD Media also secured in-store logo usage rights for Cadbury in participating retailers throughout the country with The X Factor producers, Fremantle Media/Syco.
The TV3 sponsorship will be driven by the Cadbury Dairy Milk brand, with its #FreeTheJoy message brought to life across a range of platforms.
Senior brand manager at Mondelez Ireland, Shane Guest, commented, “Cadbury is already a part of people’s big night-in ritual and this partnership will help to further enhance this as we bring our new product innovations along with our unique Cadbury style to fans of The X Factor.
“We will be ‘freeing The X Factor joy’ across all platforms over the coming months; both in-store and through a creative marketing campaign with a strong focus on social media.”
Meanwhile, TV3 Group Brand Solutions Director, Paula McCarthy, said, “TV3 is delighted to have Cadbury on board as a partner on one of its biggest shows this year.
“Cadbury and TV3 have a great history of highly engaging partnerships, and we look forward to working together again to ensure The X Factor is bigger and better than ever before,” she added.
© 2015 - Checkout Magazine by Jenny Whelan.
