2008! Louise Loves Sponsorship

I've just found out that the irreverent cereal-loving beaut - the Honey Monster - is to sponsor Harry Hill's TV Burp!

I have been doing a bit of research on sponsorship of late and find it a lucrative and worthwhile idea for companies to adopt or involve themselves in. Its cost-effectiveness, the ability to measure its effects and the campaignability of linking two brands provides a wealth of creative opportunities for communications objectives to be solved.

Despite the fact that it's not likely that the target audiences are the same in the case of TV Burp / Honey Monster Harvest Chewee - it's the cheeky, chirpy and fresh values that are the same, and in aligning these the brands can stand firm in their positioning and foster an emotional commitment with one another and their audience.

Harry Hill's TV Burp is doing well, it's into another series focusing on a whopping 8 months of telly! And the Honey Monster - bless him - has his own new snazzy website! http://www.honeymonster.co.uk/ where he promotes his products and affiliations.

So as they're both going strong, a union like this one could generate some nice positive PR and be a real benefit to both parties.