PG Tips, a tea brand from Unilever UK, has partnered with Channel 4 daytime game show Deal or No Deal for the first time.
In a three-month partnership, PG Tips branding will be visible on the mug used by Deal or No Deal’s main contestant via technology that will embed the PG Tips logo onto the mug.
The first episode to feature the PG Tips logo will air on 7 August.
The use of digital integration technology is a first for Endemol in Europe, a UK first for Unilever and the first to feature in a programme aired by a UK terrestrial broadcaster.
This is the fifth in a string of high-profile placement deals for Channel 4 in 2012.