Magazine article Marketing

Media: Schwarzkopf Sponsors Sex and the City Reruns

Magazine article Marketing

Media: Schwarzkopf Sponsors Sex and the City Reruns

Article excerpt

Schwarzkopf has signed a pounds 1.5m deal to sponsor the repeat of all six series of Sex and the City on Channel 4 with its Pro Styling haircare brand, replacing the show's original sponsor, Bailey's.

The repeats is running in two-episode blocks over the next 12 months in Wednesday primetime from yesterday (March 31). The deal also covers additional repeats on E4.

Schwarzkopf is seeking to raise awareness of its Pro Styling range following its launch a year ago. It aims to establish the brand as the market-leading professional hair-styling range in retail outlets.

The agreement marks a return to TV sponsorship for Schwarzkopf following the end of a two-year deal with ITV's This Morning last year, promoting its Supersoft brand.

Karen Wilson-de Roze, marketing manager of Schwarzkopf & Henkel UK, said the opportunity to associate the Pro Styling brand with Sex and the City's values of high fashion and style was too good to miss.

'We are not L'Oreal or Garnier and don't have the budget for a continual presence on TV with spot advertising, but the sponsorship gives us a presence every week with an appointment-to-view show that has all the right vibes for our brand,' she said. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.