Kellogg's Special K has stepped into Baileys footsteps as the new sponsor of Desperate Housewives on Channel 4 and E4.

Idents featuring the brand's Chocolate & Strawberry variant will be shown before and after ad breaks throughout the seventh series, which kicks off in November, and during re-runs of the last series, which are currently showing on E4. The ads are centred around the lengths women will go to in order to discover other women's beauty secrets. They reveal Special K to be the key to success.