Diageo’s Baileys Irish cream liqueur brand is to sponsor the new series of Desperate Housewives in the UK.

The sponsorship will run from the first episode tomorrow (27 January) until June 2010 across Channel 4 and E4.

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Baileys idents will be shown before and after the advert breaks during Desperate Housewives throughout the 23-episode season. In addition, the firm is investing GBP1m (US$1.6m) on a marketing campaign for the brand running throughout Valentine’s Day, Mother’s Day and Easter.

A number of TV advertisements will also launch on 8 March and will run until Easter weekend.

Violeta Andreeva, Baileys brand manager at Diageo Great Britain, said: “We’re really pleased to be working with Channel 4 and for our Baileys idents to be featuring in the sixth season of Desperate Housewives, one of the most popular TV programmes for women 18-49.”

In October, Diageo launched its Baileys Coffee liqueur in Sweden.

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The coffee-flavoured version launched via state-owned alcohol retailer Systembolaget.

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