New Granada Deal Brings Wella To Girls In Love
Granada Enterprises has secured Wella as sponsor of its new CiTV series, Girls In Love, in a deal worth £250,000.
The sponsorship begins in the spring and will see the Wella’s Shaders and Toners hair colour brands promoted alongside the new comedy drama series. Girls In Love has been created for the international market and uses a combination of live action and animation to follow the trial and tribulations of a teenager.
The deal, which marks the first foray into TV sponsorship for the Wella Shaders and Toners brands, will also run across the Girls In Love website. The initial activity will be supported by extensive instore promotions and a heavy weight PR campaign will be used to enhance brand association and encourage trial and repeat purchase.
The deal was negotiated by Granada Enterprises and Drum PHD on behalf of Wella UK. Commenting on the agreement, Leigh Moscrip, sponsorship executive at Granada Enterprises, said: “This is the first major children’s programme sponsored in this age-group since Sabrina – we are delighted that Wella have come on board to target a key demographic in the temporary hair colour market.”
ITV has had a tough time over the last twelve months with revenue suffering at the hands of the ongoing advertising downturn (see Annual TV Market Round-Up 2002). However, the network has secured a number of lucrative deals recently. These include the £6 million sponsorship of the next series of Pop Idol (see ITV Secures Nestlé As Record £6m Sponsor Of Pop Idol) and the £1 million sponsorship of the new celebrity entertainment programme, Reborn In The USA (see Granada Is Reborn In The USA With Boddingtons).
Granada: 020 7620 1620 www.granadaenterprises.com
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