Mars is to support the launch of its Mars Bar spin-off, Mars 5 Little Ones, by linking with a season of classic films on Carlton Cinema.
From Saturday December 23 to Monday January 1, Mars 5 Little Ones will sponsor the Movie Memories season on Carlton.
The package features movies from the 1930s to the 1990s and includes titles such as My Fair Lady starring Audrey Hepburn; The Way We Were with Barbara Streisand and Robert Redford; and On Golden Pond starring Henry Fonda and Katharine Hepburn.
By targeting films with a mainly female bias, the deal supports the positioning of Mars 5 Little Ones as a product aimed at a figure-conscious female audience.
The sponsorship credits, created by Carlton Digital Sales, feature film clips of people kissing and continue the 'pleasure comes little by little' theme of the pounds 1m TV launch campaign for Mars 5 Little Ones through D'Arcy.
Carlton Cinema's Movie Memories season is to be supported by the first-ever TV advertising campaign for the channel, which breaks on December 13. The 30-second ad will run until December 26 on UK Gold, ITV2, Granada Plus and Bravo.
The deal, for an undisclosed amount, is the biggest so far negotiated by Carlton Digital Sales.
It was negotiated by Mark Mawston, account manager at Carlton Digital, and Media-Vest group account director Steven Fuller and account director Jane Carroll.