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The 12-month deal, which begins in June, is the broadcaster's biggest sponsorship agreement to date.

As well as break bumpers, Nescafe will gain off-screen promotional rights with the programme's sexy young cast.

It is the latest in the coffee brand's £30m drive to win over 16- to 24-year-olds, who have turned their back on instant coffee over recent years. Earlier this month Nescafe announced a £1m programme to tie up with Ministry of Sound, Burger King and Shelter (Marketing, April 4).

'Hollyoaks' was created in 1995 by Mersey Television's Phil Redmond, also behind 'Grange Hill' and 'Brookside'. It is now C4's highest-rated programme in early peak viewing, attracting five million viewers each week, predominantly 16- to 24-year-olds.

"Nescafe has been keen to find new ways of making sponsorship work, which sits well with our own innovative approach," said Redmond.

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