US soft drinks company T&T has signed a £1.5 million deal to sponsor new ITV programme Popstars in order to aid its UK brand launch.

The agreement will see T&T get programme credits and website sponsorship for Popstars, a ‘real-life’ soap opera following the creation and launch of a teen pop group. The 14-part series, a collaboration between Granada Media and Polydor, will start on January 10.

The deal was negotiated on behalf of T&T by Burkitt DDB, which will handle creative for the programme credits. These will feature four characters in a band, each representing one of the flavours T&T is about to launch in the UK.

Commented Burkitt DDB’s media director Candice Knapper: “T&T needs a strong launch to catapult the relatively unknown brand into the everyday drinking market of the fickle teen market. Popstars is seen as an ideal platform because of its broad teen appeal and sensationalist media potential”.

News Source: CampaignLive (UK)