TRESemmé readies sponsorship campaign for Britain's Next Top Model

TRESemmé, the haircare brand recently acquired by Unilever, is readying sponsorship activity for 'Britain & Ireland's Next Top Model', which begins next Monday (4 July) on Sky Living.

TRESemmé: preparing sponsorship drive for Britain's Next Top Model
TRESemmé: preparing sponsorship drive for Britain's Next Top Model

The campaign, created by FBH Incite, features a series of 15-second idents and five-second break bumpers, supported by online and social media activity alongside a dedicated microsite.

The activity uses the strapline, "A catwalk look every day," continuing the brand's positioning as a "professional" and "affordable" range.

Michelle Trivett, TRESemmé marketing director, Europe and the Middle East, said: "'Next Top Model,' with its devoted audience of 'savvy style-seekers,' gives us the perfect opportunity to enhance TRESemmé’s relevance to the consumer in a contemporary way.

"The sponsorship will help us build greater emotional engagement and involvement with our core target audience, which is a perfect fit for the 'Next Top Model' franchise."

The sponsorship was negotiated by Carat earlier this year. It marked the first product placement deal signed by Sky, negotiated with Sky Media.

Alberto Culver was recently been bought by Unilever, after the deal was given the green light by the US Department of Justice. The approval of the $3.7bn (£2.38bn) deal means that Unilever must divest the VO5 brand in the US.

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