ITV and high street behemoths Co-op and Costa Coffee have signed a deal to bring a new level of mundane reality to Coronation Street, with a product placement arrangement seeing Co-op and Costa shop fronts added to the background imagery of the soap opera.
As well as characters casually exchanging exposition about current storylines outside facsimiles of Co-ops and Costa shops, the deal also includes cups and carrier bags -- hence a recent explosion in cases of viewers being baffled about why their favourite rundown northern characters are now carrying Costa cups with them during recent episodes.
Only it's not secret like The Sun says, it's all open and above board and there's a press release from ITV about it, in which ITV's Mark Trinder explains: "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." [ITV]