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