ITV signs first product placement agreements with Co-op and Costa Coffee

31/01/2018 - 07:00
Costa Coffee and Co-op are set to make their Coronation Street debut this spring, as ITV yesterday (30 January) announced that it has signed its first ever product placement agreements.

As well as full-branded storefronts for each, Costa and Co-op assets, including bags, cups and posters will be integrated across the programme as part of its “new extended set.”

ITV sales director, Mark Trinder, said: “The expansion of the Coronation Street set has given us a great opportunity to feature branded shop facades as more of Weatherfield is opened up to viewers.

“Incorporating product placement on this scale is something we have wanted to do for some time, and we’re delighted with this exciting opportunity. We (ITV) have worked really closely with the Coronation Street team to make sure we’ve got a great brand fit for Co-op and Costa Coffee while still ensuring editorial integrity.”

The new partnerships will also allow both Costa and Co-op to use Coronation Street assets and extend the partnership off-air (including digital and brand-licensing aspects) with Alison Jones, customer director at Co-op, commenting: “Coronation Street is all about community life, and Co-op is a retailer at the heart of local life and being close to the customer, which makes this a perfect match.

“We are excited about the opportunity to showcase our brand on (Coronation Street) by unveiling a Weatherfield store and having further brand placements with our shopping bags.”

Eric Tavoukdjian, commercial marketing director for Costa Coffee UK & Ireland, added: “Costa Coffee is delighted to be welcomed to the famous cobbles of Coronation Street as part of this innovative partnership with ITV. 

“As the nation’s favourite coffee shop and presence on the UK high street for more than 40 years, we feel it’s perfect to have a presence on one of the nation’s favourite and most iconic soaps. We’re looking forward to partnering with the ITV team to integrate the Costa Coffee brand into Coronation Street as part of this exciting Weatherfield set extension.”

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