Posted by: Therapy | Date added: Tue 04 Sep 2012
Leading independent media planning and buying agency, the7stars, has brokered a deal for Mentholatum’s Deep Heat brand as headline sponsor of ITV1’s Daybreak National Weather.
The campaign, worth £500k, starts on 3rd September and runs for four months and will see Deep Heat sponsoring the popular breakfast show’s weather reports, which are broadcast five times a day, five days a week. The campaign, which is targeted primarily at women over 45, aims to keep Deep Heat front of mind throughout the winter.
The7stars has also negotiated a multiplatform deal for Mentholatum’s Deep Freeze brand with Sky Sports, focusing on the much anticipated football season, including sponsorship of Through the Night.
Matthew Jamieson, Senior Product Manager at Mentholatum said: “This is a major campaign for Deep Heat and the7stars has answered our brief perfectly. Daybreak’s audience is a great fit for this campaign which is very much in-line with our targets and business objectives, and we’re looking forward to seeing the results of the7stars’ work.”
Rhiannon Murphy, head of TV at the7stars added: “There is a clear synergy between Deep Heat as a product and the programming content of Daybreak weather. Out target audience has a real affiliation with the channel and this sponsorship allows Deep Heat to remain front of mind during the winter months which fits in perfectly with Mentholatum’s commercial strategy.”
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