IDS And Initiative Secure Clean And Clear Sponsorship
Interactive Digital Sales and Initiative Media have brokered a £500,000 deal that will see Johnson and Johnson’s Clean and Clear skincare range sponsor a number of programmes on Trouble TV.
The deal marks Clean and Clear’s first foray into broadcast sponsorship and centres around two major programming strands on the teen-focussed channel from 1 May until the end of December 2004.
Programmes covered by the deal include prime-time staples such as That 70’s Show, Two Guys & A Girl and My Wife & Kids (pictured). Johnson and Johnson will also fund a number of specially created programmes to be broadcast later this year.
Commenting on the sponsorship, Karen-Ann Niccolls, strategist at Initiative, said: “Trouble is the ideal partner to take Clean and Clear directly into the homes of teens across the UK, providing an inspirational whilst credible environment.”
Derren Sequeira, IDS group head, added: “This deal encapsulates the co-operative and targeted approach that Trouble TV employs when providing advertisers with credible access to the teen marketplace.”
The initial activity, which centres around a competition to find Britain’s best mates, will be supported by a specially created microsite, providing viewier interaction and voting opertunities. IDS and Initiative are also looking for a major retailer to come onboard for in-store, on-pack promotions with the product.
The latest viewing figures show that Trouble TV has seen its share of mulitchannel viewing fluctuate over the last four years in the face of increasing competition for hard to reach teenage viewers. A number of teen-focussed digital channels have appeared on the scene recently including Flaunt and Whereitsat.
IDS: 020 7693 8800 www.idigitalsales.co.uk
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