All films from 6pm onwards on C4, E4 and More4, as well as the 11pm movie on Film4, will be branded with either Guinness or Baileys idents promoting the brands as perfect accompaniments to an evening at home. The sponsorship will reach an average of 4.2m viewers a week.
The idents will be assigned equally across the movies, with female-targeted films taking the Baileys branding and those aimed at men carrying the Guinness idents. Abbott Mead Vickers BBDO will create the Guinness idents, while JWT will handle the Baileys creative.
The tie will see the Diageo brands replace directories publisher Yell, which has sponsored the content under its Yellow Pages and 118 247 brands since May 2007, as a Channel 4 films sponsor. BMW's sponsorship of the 9pm film on Film4 will not be affected by the deal.
Diageo GB marketing director Philip Almond said the platform was 'the ideal context to reach target consumers of both Guinness and Baileys'. The sponsorship was negotiated by Diageo's media agency, Carat.
The drinks company has recently relaunched Baileys with a more contemporary positioning that attempts to dispel perceptions of the brand as a winter drink.
The redesign also further differentiates the original liqueur from the brand's Creme Caramel and Mint Chocolate variants.
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