02 February 2022

Press Release


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LONDON – 2 February 2022 - Nescafé is to sponsor comedy series Friends on Comedy Central and Channel 5 throughout 2022, it was announced today.   

The broadcast sponsorship will run across both ViacomCBS channels, in a series of 5” and 10” idents beginning this month.   

The sponsorship was brokered and strategically driven by Nescafé’s media agency, Publicis Media NestléOne, in partnership with Sky Media. As well as managing the planning and buying, social content will also be led by NestléOne.   

In a first for Nescafé, the whole portfolio of coffee Brand denominators (Original, Gold Blend, Azera and Gold Frothy) will pull together for the sponsorship, with the tagline ‘Make Your Moment’ aligning its different products with the breadth of energising and relaxing coffee moments and pauses throughout the year.   

Mark Swift, SVP, Ad Sales, ViacomCBS, said: “I’m delighted that Nescafé has chosen to sponsor Friends on Comedy Central and Channel 5. This major sponsorship of one of the most iconic shows on television perfectly illustrates how ViacomCBS offers advertisers a breadth of engaged audiences across our channel portfolio with which brands can align.”  

Reema Toor, Client Partner at Publicis Media NestléOne, said: “Friends is the perfect sponsorship fit for Nescafé, jam-packed with iconic everyday moments of connection over the course of the 10 seasons and with a strong engagement with our 25+audience throughout the day.”   

Notes to Editors:   

Media Contacts:   

Joel Ivory-Harte

Senior Communications Manager, ViacomCBS 

Email: joel.ivory-harte@vimn.com

Abi Lofthouse

Communications Manager,  Publicis Media

Email: abi.lofthouse@publicismedia.com   

Philippa Naylor 

Senior Media Relations Manager,  Nestlé UK & Ireland

Email: Philippa.Naylor@uk.nestle.com   

About Comedy Central UK:

Comedy Central is a leading Pay TV General Entertainment channel and is part of ViacomCBS Networks International (VCNI). A joint venture between VCNI (75%) and BSkyB (25%), Comedy Central airs on the Sky and Virgin Media platforms.   The channel broadcasts a mix of hit US acquisitions and original UK productions targeting a 16-54s-year old audience.  Notable titles include Guessable, Rhod Gilbert's Growing Pains, Undeniable, Channel Hopping, Friends and South Park. In 2019, the channel triumphed at the Broadcast Digital awards, winning Best Entertainment Channel.                 

About Channel 5:

Channel 5 is a public service broadcaster and the UK’s third largest commercial TV station. Launched in March 1997, Channel 5 has been owned by ViacomCBS Inc.  since September 2014. Channel 5, 5STAR, 5USA, 5Select and My5 TV reach 3 in 4 of the UK viewing public each month with a diverse schedule including issue-led documentaries, popular factual, accessible history, stunning natural history, inclusive entertainment and reality, top level sport, high quality scripted programming and critically acclaimed children’s, news and current affairs programming.   Through its agenda-driving commissions, Channel 5 has led on societal issues from inequality to inner city gang life, homelessness to mental health, aiming to tell the story of modern Britain by reflecting the lives of people across the nation.  In 2018, Channel 5 won its first BAFTA for Cruising with Jane McDonald and was named ‘Channel of the Year’ at the Edinburgh TV Festival. In 2019, Chanel 5 won best documentary award for The Abused at the RTS Awards, Edinburgh TV Awards and the Association of International Broadcasters Awards. In 2020, Channel 5 was crowned ‘Channel of the Year’ at the Broadcast Awards and ‘Channel of the Year’ at the RTS awards. In addition, it secured its first ever Grierson award win in the ‘Best Single Documentary – Domestic’ category with Suicidal: In Our Own Words. In 2021, Springtime On The Farm was named ‘Best Lockdown Programme - Factual Entertainment, Popular Factual & Kids’ at the Broadcast Awards.   

About Nescafé:   

Launched more than 80 years ago, Nescafé is one of the world’s most popular coffee brands, enjoyed in over 180 countries worldwide. More than 5,500 cups of Nescafé coffee are consumed every second with different varieties catering to different tastes and preferences around the globe. NESCAFÉ is continuing to gain relevance with UK & Ireland coffee consumers, having reached its highest value share of instant coffee in over five years in 2021.

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