Alpen seals link with Wife Swap

Alpen, the muesli brand, has struck a seven-figure deal with Channel 4 to sponsor the second series of reality show, Wife Swap. Alpen is using the deal, which was negotiated by its media agency The Allmond Partnership, as a key part of its advertising campaign, which aims to reposition the brand as a cereal for young adults - and is based on a wife-swapping theme.

The sponsorship will cover 16 episodes, with the first six showing from later this month until August and the rest airing in October. The deal also covers Channel 4's Wife Swap website.

The Alpen/Wife Swap credits have been created by Banks Hoggins O'Shea FCB.

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