Pond’s, the anti-aging skin care line, has signed a deal to become the presenting sponsor of a six-hour television event, The Starter Wife.
The deal with USA Network includes product and brand integration, as well as product placement. TV spots, promotions and other marketing efforts promoting the show, which airs May 31 at 9 p.m., will include the Pond’s brand. The Pond’s logo will also be incorporated into show packaging, series title treatments and radio announcements.
“While we can’t speak in detail about the specific integrations, what I can tell you is that the characters will interact with Pond’s in a unusual way,” said Stacie Bright, a spokesperson for Unilever, which manufacturers the brand.
Supporting the sponsorship, targeting 40-something women, is a contest. Five winners will have their stories and beauty philosophies featured in separate vignettes that will air during The Starter Wife. Consumers can enter at Ponds-TheStarterWife.com from Feb. 7 through March 16.
And, beginning in May, a watch-and-win promotion kicks off. Specially marked packages of Pond’s will include a sticker with a unique game code. One winning code will be revealed each week during the show for a chance to win a right-hand diamond ring. The promotion includes all Ponds’ products on shelf at mass retailers, Bright said.
P-O-P, print, online media and p.r. support the promotion.
The Starter Wife is a sexy, funny series about life after divorce and one woman’s (Debra Messing) quest to redefine herself after years of marriage to a Hollywood studio head.
For more coverage on entertainment marketing
For more coverage on games, contests & sweeps
Network
