Unilever tea brand PG tips has secured a product placement deal with Channel 4 daytime game show Deal or No Deal.

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 logo will air on 7th August.

The partnership with Channel 4 and show producer Endemol was negotiated by BE The Brand Placement Agency. The technology solution was provided by Digital Brand Integration specialists MirriAd using Predictive Analytics which forecast the overall quality and quantity of brand exposure.

This is the fifth in a string of high profile placement deals for both Channel 4 and for Endemol in 2012. But 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. Commenting, Tana Walker, PG tips Brand Executive at Unilever UK said: “As the biggest British tea brand, we are excited to be partnering with such a well-loved British show. The partnership with Deal or No Deal is a great way to communicate with our customers and drive growth into the Tea category through encouraging late afternoon tea moments, when you can relax with a nice cuppa and some TV entertainment after a busy day.”

Vicky Kell, Business Manager, Partnerships, Channel 4 said: “We’;re delighted to announce this partnership between ourselves, Unilever, Endemol and MirriAd. It’;s a ground-breaking combination of innovative technology, used on a scale never seen before on British TV, with one of Channel 4′;s flagship shows. As usual, we’;ll be investing in research to prove the effectiveness of the Placement, and look forward to adding this to our growing bank of PP examples.”