Lucozade Energy sponsors Big Brother 10

Wednesday, 27 May 2009

The makers of Lucozade Energy, today reveal that the UK's no.1 energy drink will be the sponsor of the tenth season of reality TV programme Big Brother.

The sponsorship will be supported by a £12m marketing campaign and is expected to drive significant sales for the brand over the key summer sales period for soft drinks.

David Charlesworth, Head of Sponsorship at Channel 4 said, "We are celebrating Big Brother's 10th anniversary with our first major grocery sponsor; propelling Lucozade Energy to front of mind over the key sales period."

The sponsorship will give Lucozade Energy, the brand that encourages people to ‘do more' with their energy, a presence across all the main shows on Channel 4, E4 spin off shows Big Brother's Big Mouth and Big Brother's Little Brother, the main Big Brother site on Channel4.com, TV and PC VoD.

Jennifer Hall, Senior Brand Manager, Lucozade Energy said: "Research shows that the Big Brother audience indexes highly with regards to their likelihood to purchase and consume energy drinks.

To take full advantage of the sales opportunity this high profile sponsorship will generate, retailers should stock up now and ensure that they keep an eye on stock levels throughout summer."

The sponsorship package includes a high level of advertising with Big Brother TV idents and is being supported by an integrated marketing communications campaign that includes a motivating promotion that gives consumers the opportunity to win once in a lifetime physical challenges across the globe.

Source: Glaxosmithkline

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Thomas Harman said:

...
I used to drink Lucozade quite a bit, no more. I refuse to watch any C4/E4/More4/S4C etc as well as all internet related material, YouTube Channel/ C4 Website/Twitter etc due to the cancellation of the livefeed. And any sponshorship deal with this dreadfull company must be avoided also. No more Lucozade untill LiveFeed is returned. I urge true fans of BB to do the same.
RIP BigBrother we miss you:(

June 28, 2009
Votes: -1

munkety tunkety said:

	... gosh I hope you didn't pay too much for sponsoring bb - without life feed during the day the shows ratings are plummeting. It has no energy :D
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June 27, 2009
Votes: -1

JODIE said:

	... Quit whilst your ahead, Bring back the Livefeed or show more on E4 throughout the day. I'd act fast before people start switching off, and it WILL happen. You are filming throughout the day anyway, do something about it. THE PREMISE OF BIG BROTHER IS TO WATCH THEM WHENEVER YOU CAN TUNE IN MY FAMILY WILL SWITCH OFF AFTER YEARS OF WATCHING BB IF NOTHING IS DONE.
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June 05, 2009
Votes: +0

stargazer said:

	... Wonder if Lucozade realised when it agreed to sponsor BB that most of its ads would only be shown between midnight and 6am...not exactly prime time slots! Don't think I would like my products to be a*sociated with a show that will now be shedding fans in the hundreds of thousands as the impact of lack of Live Feed is felt and fans switch off. Not to mention the general anger towards C4!
	report abuse vote down vote up

June 05, 2009
Votes: +1

Marcus Laird said:

	... Well done for advertising on a show that has ma*sively disappointed their viewers by removing the live feed, otherwise known as "the point of big brother". I'm not watching it now! They might aswell just get some actors together and make a nice little fake sitcom.
	report abuse vote down vote up

June 05, 2009
Votes: -1

Jayne Benham said:

	... Great that you are sponsoring BB, but not really for you because with no live feed people won't hardly see your ads, C4 do not care about their viewing public who have stuck by BB for nine years its not even a reality show anymore, just a programme edited by producers and C4. Good luck.
	report abuse vote down vote up

May 28, 2009
Votes: +0

andrew thomas-jenkins said:

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Thank you for your recent email regarding our Lucozade product and our sponsorship with the channel 4 television show Big Brother.

As always we at Lucozade Energy are sad to hear of any customer disappointment. However, in this instance we are unfortunately unable to influence Channel 4 on its programming structure, and therefore are unable to alter either the make-up of the Big brother show or how Channel 4 chooses to share its content with viewers.

Thank you for taking the time and trouble in contacting us.

Regards

Lucy

Consumer Relations

this is the reply us fans of the show have been getting C4 have ruined the series with the sc**pping of the live feed making a mockery of the show in a poll over 90% said they are very annoyed with the station and plans afoot to even boycott the show.

all in all was it a bad move to sponsor this once great show..I belive it was its got all the hallmarks of one ma*sive disaster because C4 made the fatal error they ignored and became out of touch with its fans.

May 28, 2009
Votes: +1

kittyuk said:

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Hmmmmmmmmm, have they thought about all the money they will not get because the BB live feed won't be shown during the day? All the housewives and their children watching BB and the adverts during the day.......I would have thought that that was the audience they were after.
What's the use of advertising Lucozade through the night?
I will not be buying Lucozade again, as a protest to the shabby way Channel 4 are treating their loyal fans.