Nescafe’s Gusto coffee machine became the first product to be advertised during a British TV show.

The kitchen appliance appeared on ITV’s This Morning and Nescafe paid £100,000 for the privilege.

Nescafe’s Gusto will appear on the show for three months and prior to being shown on This Morning’s kitchen set, many advertising experts thought it would be used to make coffee for Philip Schofield, Holly Willoughby and their many guests.

The Gusto, however, was only featured prominently as an appliance in the kitchen and was neither used nor spoken about by the TV’s presenters.

Nescafe’s foray into the use of promotional items within British TV shows is the first of its kind and came just hours after Ofcom relaxed private sector broadcasting advertising rules.

The product placement first on ITV echoes the broadcaster’s initial foray into onscreen advertising when it became the first broadcaster in the UK to show an advertisement break – in 1955.

“Nescafe’s Dolce Gusto first product placement advertiser”. Pitch. Monday, February 28th 2011.