Herbal Essences seals £2m C4 deal

Procter & Gamble’s Herbal Essences is to sponsor Channel 4’s Desperate Housewives in a deal thought to be worth up to £2m.

Procter & Gamble’s Herbal Essences is to sponsor Channel 4’s Desperate Housewives in a deal thought to be worth up to &£2m.

It is the first time that P&G has taken its relationship with Channel 4 beyond traditional spot advertising. Channel 4 negotiated the deal direct with P&G and 4creative is creating the idents.

The loves, lives and sniping of a group of housewives in Wisteria Lane have so far proved a success for Channel 4, with the series averaging audiences of 5.5 million and a 26 per cent share of viewing.

Herbal Essences brand manager Craig Foster says: “This sponsorship will enhance the contemporary, fashionable image of Herbal Essences and is a perfect fit with our ‘organic experience’ campaign idea.”

The first episode of Desperate Housewives was broadcast on January 5. Episode five is due to run this week. P&G’s sponsorship will start on February 9 and runs for a further 17 episodes.

When the show was broadcast in the US it produced an outcry among various groups including the Parents’ Television Council and American Decency Association, over its racy content. The ADA even urged supporters to boycott brands that had advertised during the programme, and in November last year Yum! Brands, the company behind Pizza Hut and KFC, said it would no longer advertise during the show. But Desperate Housewives has been such a hit in the US that the broadcaster, Disney-owned network ABC, has had little difficulty replacing advertisers, and has increased its rates for slots during the show.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here