News in today that there's going to be a Co-op store in Coronation Street when the new set is revealed, along with a Costa Coffee means that fans have been wondering what it all could mean. You can read more on the news here.
We've been seeing the Co-op bags on the show for a while now, and I was wondering what was going on. Will the Co-op mean no more visits to or mentions of Freshco? That in itself is not such a bad thing, and I'm a big fan of the Co-op so I welcome that change. But what it could mean is that the Kabin will suffer if everyone starts buying their bits and bobs at the new store instead. And what of Dev's corner shop, that will probably suffer too, unless Dev comes up with a novel way to save the Alahan empire from collapse.
And what about the news that there's going to be a Costa Coffee on the Street? Again, product placement has been on the show a little while. It'll be in direct competition with Roy's Rolls who does a fine line in coffees - well, they offer black or white. Will Roy manage to compete with Costa's millionaire shortbread and a skinny frothy latte double d cup to go? It's going to be an interesting change to Coronation Street's dynamics and one that'll be intriguing to see play out on screen. Read more Corrie news, interviews, gossip and spoilers Follow us on Twitter and Like us on Facebook Please read our advice for leaving comments on the Coronation Street Blog All original work on Coronation Street Blog is covered by a Creative Commons License
ITV today announces that it has agreed two significant new partnerships with Costa Coffee and Co-op for Coronation Street. In an ITV first, viewers will see Co-op and Costa Coffee storefronts as part of a new extended Weatherfield set. Both facades will be fully branded and open for business in Spring 2018 with other assets such as posters, bags and cups integrated across the iconic soap. The new agreements also include digital and brand-licensing aspects for both brands, enabling them to use Coronation Street assets and extend the partnership off-air. Mark Trinder, Sales Director, ITV said: “The expansion of the Coronation Street set has given us a great opportunity to feature branded shop facades as more of Weatherfield is opened up to viewers. 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.” Alison Jones, Customer Director at Co-op said: “Coronation Street is all about community life and the Co-op is a retailer at the heart of local life and being close to the customer, which makes this a perfect match. 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.” Eric Tavoukdjian, commercial marketing director for Costa Coffee UK&I, said: “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 and a presence on the UK high street for more than 40 years, we feel it’s perfect to have a presence on one of the nation’s favourite and most iconic soaps. We’re looking forward to partnering with the ITV team to integrate the Costa Coffee brand into Coronation Street as part of this exciting Weatherfield set extension.” Read more Corrie news, interviews, gossip and spoilers
There's a new addition to the Coronation Street titles: the P for Product Placement. After decades of commercial television, Ofcom has finally decided that the British can watch programmes with real products and the world won't end.
As usual though, we've been rubbish at it: the first paid-for item is a cash machine in Dev's shop. Only eccentric millionaires will rush out to buy one of those. It's early days though: hopefully we'll soon reach the level of subtly inserted dialogue and products our American cousins have enjoyed for years, as you can see in this clip from Days of Our Lives:
To give the producers some ideas, here are five products that would fit right into the Street. You're welcome.
Fish Fingers
Before they became a nympho and a lesbian, Rosie and Sophie's entire existence was based around the consumption of fish fingers. They couldn't move more than five yards without Sally jamming a bright orange cod stick down their throat. I was pleased to see this is a tradition continued to this day, with Max barely out of the hands of Social Services before Gail was offering him fish fingers. However, with product placement, this could be taken further. Junior members of the cast will only be able to eat fish fingers from now on. Simon, Amy, Faye, all of them - whenever they're on screen, they'll have a pack of Birds Eye specials in their hand. Even little Hope can have them mashed up and fed to her. Ok, they might turn orange from all those artificial colourings, and they might get rickets through the lack of vegetables, but think of the revenues!
Sample dialogue:
Katie: Oh Chesney, I can't wait to finally give birth to this baby, especially since I seem to have been pregnant since the Labour government. It will be such a thrill to feed him FISH FINGERS for the first time.
Chesney: BIRDS EYE FISH FINGERS?
Katie: Of course. Only the best for our little ginger moppet.
Sweets
Unimaginative folks will restrict their product placement to shops and inside people's homes. With the construction of the new set, an opportunity raises itself to get advertising into the very fabric of Coronation Street itself. Each of the new cobbles can be painted a different colour, creating a rainbow effect which is not only visually pleasing (especially in HD) but also acts as a subtle reminder to the viewer that they need to stock up on sweets next time they're in Tesco's.
Sample dialogue:
Deirdre: I'm suprised you didn't object to the repainting of the cobbles, Ken. It seems like the kind of thing you'd whine about.
Ken: Perhaps, but I'm all for something that looks like my favourite confectionery - SMARTIES. Would you like one?
Deirdre: Thank you. Mmm, that's tasty. Didn't they used to come in tubes?
Ken: Don't get me started.
Drugs
Let's be honest: poor Gail's had a hell of a life. I'm surprised she can still get up in the morning, especially when she gets downstairs and finds David snarling at her across the breakfast table. Wouldn't it make perfect sense for her to be on antidepressants? They got such a bad press during the interminable Joe McIntyre storyline - it'd be good for the show to depict the upside of being smacked out of your head on a daily basis.
Sample dialogue:
Gail: Thanks to this PROZAC, I'm ready to face the world. I'm happy, relaxed and up for anything. More FISH FINGERS, Max? (Enter Kylie)
Kylie: Guess what? I'm pregnant. (Gail takes some more PROZAC and laughs into the camera)
Music
The show already subtly features music in the background during scenes in the pub or the bistro. Why not monetise this and have characters listen to the latest hits, all of which are currently available in the shops? Think how much better an argument between Stella and Karl would be if Westlife's Greatest Hits drowned out some of the dialogue. Or what an insight into the characters we'd get as they discussed their favourite tunes at length?
Sample dialogue:
Roy: I've decided to stop playing Radio 3, Hayley. It's 2011 and I think the cafe should move with the times. I've bought this new CD, only £8.99 from HMV.
Hayley: Of course you could have downloaded it from iTunes for £7.99.
Roy: Of course. Shall I put it on? (He does. All dialogue ceases for three minutes while they and every customer in the cafe listen to the lead track from the album).
Hayley: Goodness that was entertaining. I don't think I've ever enjoyed a piece of music more. What did you say it was called again?
Roy: It was Mama Do The Humps, by Rizzle Kicks. From the album Stereo Typical.
Hayley: Marvellous.
Clothing
Let's be honest: we all get a bit bored with the constant dialogue about knickers in Underworld. It's all gussets here, lacy bras there, intricate stitching, blah blah blah. I suspect the writers don't even put that stuff in their script; they just leave a gap and put Carla yaks on about fabric for a couple of minutes. How much more interesting would it be if they were making stuff we cared about? Stuff we could go out and buy in our local Arndale?
Sample dialogue:
Carla: Good news, everyone! I've decided to bin making underwear. I've got us a contract making clothes for TOP SHOP.
Julie: TOP SHOP? But will we be up to the challenge of crafting their excellent fashion and maintaining their high standards?
Carla: Of course we can. We can raise ourselves to TOP SHOP's levels. Now get sewing this pleather boob tube Michelle is modelling and which will retail for £20.99.
News in over the weekend is that Coronation Street is going to be the first TV show to include product placement, or in other words, accept cash in exchange for even more advertising within the programme.
The product placement is going to be for Nationwide Bank when a cash machine turns up inside Dev's shop to replace the unbranded cash machine that's already there, and an advertising banner for the bank will appear outside of the shop too.
The deal, thought to be for an initial period of four months, marks the first product placement in a UK primetime show.
Do Corrie fans have any strong feelings one way or another on product placement in our favourite show?
