Lever Fabergé deodorant brand Impulse is launching a six-month partnership with MTV UK, giving consumers the chance to become the new “face” of the channel.
The search to find a new female presenter for the music channel starts next week and is called “Is She MTV?”. Impulse has secured a sponsorship package for MTV’s new weekend show, MTV on Call, which is hosted by Richard Blackwood.
The deal was negotiated by MGA Broadcasting and Viacom Brand Solutions.
Women aged 18 to 25 will be invited to enter regional heats in Glasgow, Birmingham, Sheffield and London throughout July. The final will take place live on MTV in August.
The overall winner will pick up a three-month contract to present the show with Richard Blackwood.
Lever Fabergé will support the hunt for the new face with the distribution of 4 million “Is She MTV?” Impulse anti-perspirant sample packs, a nationwide promotion in Warehouse stores and a national press and radio campaign. A dedicated microsite has also been created for the event, at www.mtv.co.uk/isshemtv.
Impulse brand manager David Walton says: “This partnership with MTV combines the talents of both the brands to communicate with our target market.”