Wella UK has signed a &£250,000 deal to sponsor Girls in Love, a new comedy drama series for children, to be broadcast on ITV1 in the spring.
The deal, negotiated between Granada Enterprises and Drum PHD, will result in temporary hair colour brand Wella Shaders and Toners appearing on TV for the first time.
Girls in Love has been produced by Granada Kids for the international market. It was written by award-winning author Jacqueline Wilson. The show will combine live action with animation, and the theme tune will be sung by pop band Sugababes.
The sponsorship deal includes broadcast and a website for the show. It will be supported by in-store promotions, point-of-purchase material and a heavyweight public relations campaign to publicise Wella Shaders and Toners’ association with the programme.
Wella UK marketing manager Cecilia Fleming says: “Girls in Love epitomises the essence of Shaders and Toners – having fun with friends – and it also features a new young cast, to whom our core target market will relate.”
Granada Enterprises has already signed up licensees for the show covering categories such as watches, clothing, games, stationery and linen.