Dylon signs first sponsorship deal with Discovery

Dylon, the washing product brand, is to launch its first TV sponsorship activity with Discovery Networks' TLC and Home & Health, as part of a six-month, six-figure deal.

The sponsorship will run for five hours during the afternoon on TLC, which broadcasts programmes including 'Say Yes To The Dress' and 'Four Weddings US', as well as 'Breaking Amish' and 'Cake Boss'.

The deal also includes 14 hours a day on Home & Health, which includes home and property programmes such as 'Homes Under the Hammer'.

Discovery Creative London will create the sponsorship idents for the campaign, which was developed by the creative agenc' Herezie. They include eight different ten-second idents for Dylon fabric dyes, Colour Catcher and White ‘n' Bright sheets.

Martin Hodson, the marketing director at Dylon's parent company Spotless Punch, said: "Dylon has products that make home care simple, but not enough people know about them.

"The partnership with TLC and Home & Health, provides a cost-effective way of talking to two million viewers, many of whom will have heard of Dylon, Colour Catcher and White 'n' Bright, but not have tried these products."

Vizeum negotiated the deal on Spotless Punch's behalf. 

Athena Clements, the creative solutions executive at Vizeum who booked the activity, said: "TLC and Home & Health provide the ideal platform to reach the brand’s core target audience of traditional housewives and children, along with 16- to 34-year-old women."

Become a member of Campaign from just £51 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