C4 Sales partner Captain Morgan with UKTV for first TV sponsorship

1 September 2014

Captain Morgan celebrate International Talk Like a Pirate Day

Channel 4 Sales has partnered UKTV with Diageo owned Captain Morgan for the spiced rum’s first ever TV sponsorship.

The four month partnership launches on Monday 1st September on UKTV’s Dave channel – the home of witty banter.

Captain Morgan’s sponsorship idents will be visible across Dave’s weekday prime time schedule from 9pm to midnight around programmes including Dave Gorman Modern Life Is Goodish,  Crackanory, QI XL, 8 Out Of 10 Cats, Mock The Week and Room 101.

The eight idents, made by The Outfit, each depict a different ‘Captain’s Order’ including “celebrate with your crew, then pay like a legend” and “always have a good song up your sleeve” and are set to the backdrop of the Captain and his crew enjoying themselves in and around a tavern.   

Captain Morgan will be celebrating ‘International Talk Like a Pirate Day’ on Friday 19th September with a variety of 10 second contextual ads featuring people talking like pirates which will air in ad breaks throughout the day.

To build anticipation for the day a 30 second Captain Morgan competition spot will air on Dave across two weeks from Monday 8th September. Viewers will be offered the chance to win a trip for four people to the Greek coast by correctly answering a pirate related question online at http://joindave.co.uk/captainmorgans. 

The deal was brokered by Sarah Honeyball, Group Partnerships Manager, Channel 4 Sales and Jessica Evans, Partnership Lead, Carat.

Angus Mitchel, Agency Principal, Channel 4 said: “We have a  fantastic history of creating innovative ads with Diageo and are pleased to continue the relationship with this brand new partnership with Captain Morgan - a great example of how we can align advertisers with like-minded popular brands like Dave.”

Samantha Newby, Head of Captain Morgan Western Europe said: “We are really excited by Captain Morgan and Dave’s new partnership.  Dave is a perfect “First mate” partnership for Captain Morgan as both brands believe in using their ingenious wit to defy conventions, to connect with and to entertain a male LDA+ audience. We are creating content to push the boundaries of traditional sponsorship and co creating material to bring the worlds of both brands together and to entertain our crewmates, and give them an insight in to the captain’s world” 

Jessica Evans Partnership lead for Diageo at Amplifi @ Carat said: “Channel 4 are a key partner for Diageo; both companies share a reputation and mission to add value to the same audience. With this joint ambition in mind, working in collaboration with Channel 4 and UKTV we opened up the full might of their capability to create real business advantage through new opportunities for Diageo. We see this as the beginning of a long term partnership between C4Sales & Diageo and we are hugely excited about the creative opportunity to drive brand love and saliency, and do it in a disruptive and humorous way that adds value to our audience.”

Ends.

This video is available to use on your website. Click the chain logo in the top right hand corner of the video to access the embed code. Please see terms and conditions when taking embeds. All clips must include the appropriate transmission credit.