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.’