Soap brand signs up for Corrie's 50th

Toiletries and healthcare brand Imperial Leather has been announced as the second official 'Best of British' promotional partner for Coronation Street's 50th anniversary.

Like Warbutons, who were unveiled as the soap's first brand partner, Imperial Leather manufacturer Cussons has signed a deal with ITV that allows the company use of the soap's official anniversary artwork and branding "on product, retail, outdoor, multiplatform and event marketing".

Of the deal, Imperial Leather's senior brand manager Caroline Reynolds said: "Since our success with the Skinbliss/Britain's Next Top Model partnership earlier this year, we've been keen to explore other branded entertainment links.

"When Coronation Street approached us with the opportunity to celebrate their 50th Anniversary as a 'Best of British' partner, it was such a fantastic audience and brand fit, we simply had to say 'Yes'."

ITV's director of promotions and new business Corine Pouvreau Miles said: "This is the perfect pairing of the nation's favourite soaps, through what will be a highly visible and compelling promotional partnership. We're currently busy working closely with Harveys, Warburtons and Imperial Leather in creating an historical and spectacular calendar of promotional activity."

The Weatherfield soap's official sponsor Harveys, however, will "remain at the centre of all activities" throughout the promotional period.

Further 'Best of British' brands are expected to be announced over the coming months.