Ribena is set to sponsor ITV’s Saturday morning music chart programme CD:UK from the end of this month.

The deal, which will run for three months, gives the blackcurrant drinks brand the opportunity to expand the brand’s target audience because the five-year-old show regularly reaches more than half of all UK adults aged 16 to 34 as well as children and parents, according to programme-maker Granada.

Activity will consist of sponsorship credits at the beginning and end of each week’s show, together with six five-second advertising break bumpers interspersed throughout proceedings.

The ad executions are likely to focus on the brand’s sports cap bottle format and the sponsorship forms part of brand owner GlaxoSmithKline’s support strategy behind this.

Liz Greenwood, senior brand manager, said: “CD:UK gives Ribena a great opportunity to reach kids, young adults and mums and increases the relevance of the brand to our fastest growing target group of 16 to 24-year olds.”