Courvoisier signs up as debut sponsor of The Daily Show

Courvoisier: sponsoring More4's The Daily Show
Courvoisier: sponsoring More4's The Daily Show

LONDON - Courvoisier, the UK's number one selling cognac, is to become the first sponsor of More4's The Daily Show.

The deal, brokered by ZenithOptimedia, forms part of a £15m investment in Courvoisier in the UK this year by its owner Maxxium.

It will comprise a series of idents screened from 2 June for a whole year, aimed at promoting Courvoisier as a mixable and versatile drink for cocktails and punch. The move follows its 3D advertising campaign on Channel 4 in November.

'The Daily Show', hosted by Jon Stewart, is a cult US programme that looks at news, pop culture, current events, politics, sports and entertainment. Courvoisier said the programme reflects the values of its brand.

Courvoisier marketing manager Janice McIntosh said: "Last year's 3D initiative positioned Courvoisier at the forefront of the 3D launch onto mainstream TV, providing the ideal stage to showcase Courvoisier's revolutionary spirit.

"We are now working with The Daily Show as its demographic, in addition to the nature of the programme, make it an ideal brand alliance to propel Courvoisier deeper into the consciousness of the 88,000 discerning viewers of each show," she added.

The idents, by White Label, show a series of cocktails and punches prepared in slow-motion footage.

These are accompanied by scripted graphics referring to the action in relation to the Daily Show i.e. 'a sharp riposte' when a lime is cut, 'a crushing blow' when sugar is muddled, 'bubbling debate' for a champagne cocktail, and 'crushing conventions' for fruit being muddled.       

Each show has a 15-second introduction, then five seconds either side of the adverts and a ten second 'outro'.

Courvoisier is producing 14 different recipes in five second, ten second and 15 second versions. They will be on rotation throughout the year, to vary the brand messaging from Courvoisier Punch, to Coolers and Cognitos in the summer, then onto cosy offerings including the Courvoisier Blazer, Sazerac and Chilli Chocolate in the winter.

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