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Marketing
Baileys to sponsor Desperate Housewives run on UK TV
26.01.2010
Diageo brand Baileys Irish Cream is to sponsor the latest series of Desperate Housewives in the UK.
The sixth series, which has been running on RTE 2 since 5 January, is set to kick off on Channel 4 tomorrow evening (27 January). The brand also currently sponsors show on RTE.
The UK sponsorship, which will include stings before and after each ad break, will run until June 2010 on Channel 4 and E4.
Series 5 of the show on Channel 4 was sponsored by Ferrero Rondnoir.
It is understood that Diageo will also run a £1m integrated Baileys campaign in the UK market, including television ads, to increase awareness of the brand this spring.
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