Foxtel’s new male-skewed action and entertainment channel A&E has signed an exclusive channel partnership deal with soft drink brand Solo.
The channel, which launches at 6:30pm tonight, will see Solo partner with key programming including American series Ax Men, Swamp People, Big Shrimpin and Australian first run series MegaTruckers produced by Cordell Jigsaw, the production house behind Bondi Rescue and SBS series Go Back To Where You Came From.
MegaTruckers follows blue collar hero Jon Kelly and his team of drivers who haul some of the world’s largest and heaviest loads across treacherous Australian terrain. US parent channel, A&E Network, is the number one rating American cable channel within its audience of men aged under 40 years.
Solo launched a new ad campaign at the start of February which saw the revival of the Solo Man. The brand’s involvement with A&E includes program sponsorship, on-ground marketing activity, integrated line-up promo spots, logo association and online activity.
Elizabeth Minogue, Multi Channel Network’s strategic integration director, told Mumbrella: “The characters on A&E are occupational risk takers and fortune hunters, just like the Solo Man. There’s a great brand synergy between Solo and the authentic and real life action on A&E. The exclusive new shows on the channel are the perfect vehicle to drive awareness around Solo as we really leverage that brand association through integration on-air, on-ground and online.”
The channel partnership deal was devised in collaboration with Schweppes, media agency Carat and Multi Channel Network and will run for the first three months the channel is on air.