Cadbury and ITV Announce New Brand Partnership

09/06/2011

ITV2 Commissions UK version of Minute to Win It from Shine TV and NBCUniversal International

 

London, 9th June 2011: Cadbury and ITV have today announced a new brand partnership built around ITV2’s commission of a UK version of hit international game show format Minute to Win It in association with Cadbury Spots v Stripes. The ambitious Cadbury Spots v Stripes platform aims to get people of all ages and walks of life to play games in the run up to the greatest games of all, London 2012 Olympic Games and Paralympic Games.

Originally launched on NBC last year, the game show Minute to Win It sees competitors face up to 10 challenges involving everyday items that escalate in difficulty and prize money.

‘Minute to Win It’ in association with Cadbury Spots v Stripes will be produced for ITV2 by Shine TV and NBCUniversal International from an original format created by Friday TV. An immediate hit upon launch in the USA, the commission will mark the 30th country where the format is in production. Executive Producer for Shine TV is Lisa Perrin (The Biggest Loser), Executive Producer for NBCUniversal International will be Liam Cassidy, Series Producer is Richard Greenwood (Whole 19 Yards, Sing If You Can).

The wider brand partnership, a result of Cadbury and ITV exploring new ways of working together, will be the next phase of Cadbury’s Spots v Stripes campaign. The most recent phase, Race Season, encouraged people to race and break World Records and the next season will feature simple everyday games to be completed in a minute. The partnership includes dual ITV2 branding on Spots v Stripes digital activity and at events, the creation of a dedicated Minute to Win It website, hosted at ITV.com, and a range of marketing activity to run across ITV’s platforms. 

The series, commissioned by Claire Zolkwer, Commissioning Editor, Comedy & Entertainment, will be broadcast on ITV2 in the autumn and the wider gaming format will be rolled out at Cadbury Spots v Stripes events - reflecting the themes of play and everyday simplicity that has made Cadbury Spots v Stripes so popular.  

Claire Zolkwer, Commissioning Editor, Comedy & Entertainment, ITV said: “Minute To Win It is an exciting new format for ITV2. Its energy and pace makes it a perfect fit for the channel.”

Norman Brodie, General Manager of Cadbury’s London 2012 programme, said: “Cadbury Spots v Stripes has re-energised the nation’s playtime and this partnership with ITV is the latest chapter in the bold, ambitious campaign. ‘Minute to Win It’ is a great show which includes simple games everyone can take part in and will be the springboard to developing our partnership to new heights.”

Michael Edelstein, President, NBCUniversal International Television Production added: “We have a wonderful relationship with ITV and are delighted to help them bring Minute to Win It to UK audiences. Viewers have loved this format on NBC and all over the world, and the show is a perfect fit for Cadbury’s Spots v Stripes campaign.”

Lisa Perrin, Creative Director, Entertainment, Shine TV said: “We are delighted as a production team to be bringing this infectious and universally appealing show to the UK and ITV2 with our partners.” 

Fru Hazlitt, Managing Director, ITV Commercial and Online said: 

“We are delighted to team up with Cadbury for this new partnership built around a great programme format commissioned by ITV2. We have pledged to explore new ways of working with our clients and this is a great example of us enabling a key client to use all of the marketing power of ITV’s platforms.”

PHD / Drum have worked closely with Cadbury, ITV and  Shine to orchestrate this wider partnership.  

Hugh Cameron, chief strategy officer at PHD said:  “Many brands, media owners and agencies talk about the future model of partnerships and building ongoing platforms for brands. This new partnership between ITV and Cadbury is a great step towards making such partnerships a reality going forwards. Cadbury and PHD / Drum are combining the talents and reach of ITV and  a great format from Shine to spread the spirit of play as part of Cadbury's Spots v Stripes campaign.”