Soft & Gentle to sponsor C4 show

Channel 4 has secured a pounds 1.5 million sponsorship deal with Colgate-Palmolive’s deodorant brand Soft & Gentle.

Channel 4 has secured a pounds 1.5 million sponsorship deal with

Colgate-Palmolive’s deodorant brand Soft & Gentle.



Soft & Gentle will sponsor Channel 4’s fourth series of the fashion

programme She’s Gotta Have It.



The deal was negotiated by Channel 4’s sponsorship account manager

Melanie Briggs and Blair Kremple, managing director at sponsorship

specialist Sponsorvision, on behalf of Colgate-Palmolive.



The new series is scheduled to run for eight weeks from 8 March and will

air on Wednesday nights at 8.30pm.



The specially designed sponsorship commercial features three young women

preparing for the ultimate shopping trip. It will run before and after

the programme and in ad breaks.



Channel 4 has broadened the programme content of the latest series of

She’s Gotta Have It by introducing health, and beauty as well as style

and fashion. Channel 4 is also bringing on Geordie television presenter

Jayne Middlemiss to host the show.



Marketing manager for Soft & Gentle Catherine Egmore said that the new

personal grooming element in the programme creates the ideal opportunity

to communicate Soft & Gentle’s brand values.



Krempel also commented: ’She’s Gotta Have It provides the perfect

sponsorship vehicle for Soft & Gentle. It’s friendly, practical and

realistic approach to fashion and beauty issues attracts an audience of

style conscious young women who care about their appearance and

grooming.’



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).