Viewers of Coronation Street will soon see Co-op and Costa Coffee products appearing in Weatherfield following a new partnership with ITV.
Each brand will also open a shop, with the facades due to open for business this spring. Cups, bags, posters and other products will also be integrated into an extended Weatherfield set.
Mark Trinder, Sales Director, ITV said: “Incorporating product placement on this scale is something we have wanted to do for some time and we’re delighted with this exciting opportunity.
We’ve worked really closely with the Coronation Street team to make sure we’ve got a great brand fit for Co-op and Costa Coffee with the nation’s favourite soap while still ensuring editorial integrity.”
Eric Tavoukdjian, Commercial Marketing Director for Costa Coffee UK, explains: “Costa Coffee is delighted to be welcomed to the famous cobbles of Coronation Street as part of this innovative partnership with ITV.
As the nation’s favourite coffee shop…We feel it’s perfect to have a presence on one of the nation’s favourite and most iconic soaps.”
“We are excited about the opportunity to showcase our brand on the world’s most famous street by unveiling a Weatherfield store and having further brand placements with our shopping bags,” added Customer Director at Co-op, Alison Jones.
Product placement (PP) was introduced in Coronation Street in 2011. Ever since then ITV has continued to bring together programmes and brands with PP agreements across the ITV schedule.
Coronation Street is British television’s longest running soap, first broadcast in 1960 and it is the most watched soap in the country.