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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message