Dooleys targets women through TV

09 March, 2009

The Dooleys toffee liqueur brand is to sponsor programmes on the Living 2 reality TV channel this spring.

Brand distributor J Wray & Nephew UK said the channel delivered a better profile of ABC women consumers, its target market, than rival channels MTV, E4 and ITV2.

Programmes that have found a home on Living 2 include Extreme Celebs, Most Haunted Live and Style Me.

The sponsorship deal will extend to the Living 2+1 channel.

Brand manager Karen Fowler said: “Experience shows that the brand responds to being seen in association with major shows with committed followings, which we can cherry-pick.

“There tends to be a higher female profile here, and the brand success definitely responds to such strong and repeated activity.”

The sponsorship agreement equates to around 3.5 hours of airtime as week.




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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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