To coincide with the brand’s 75th anniversary, Calor Gas, the bottled gas brand, is rolling out its first TV advertising for a decade. Calor is looking to target an estimated two million UK households which do not have access to mains gas.
I was watching the new series of ‘Build a New Life in the Country’ on Five last week, (BMC – what an amazing house they created!) and noticed the sponsorship. I am not sure the Q&A type approach really worked, but Calor will also launch a series of programme idents, as well as a digital marketing campaign to back it up.
In addition, the brand is launching a microsite to support the sponsorship, while ads will appear across Five’s website. (BMC – I wonder what they are spending and why Calor chose Channel 5?).
Jon Tanner, sales and marketing director at Calor, said the new sponsorship was vital in raising awareness of the brand on its 75th anniversary.