Jeyes household brand products sponsor The Bill

Jeyes, the hygiene and household cleaning products company, has signed up as the sponsor of ITV1’s prime time police drama, The Bill.

In March the company will replace The Co-operative Bank and Co-operative Insurance Society, which sponsored the show for two years until the deal ended in December. The deal was thought to be worth £4m when it was signed at the end of 2004 (MW November 11, 2004).

It is understood that the Jeyes sponsorship, which will run until the end of the year, will feature four brands, Parazone, Bloo, Wet Ones and Jeyes Fluid, but also aims to update the overall Jeyes corporate brand.

WARL, which handles the Jeyes account, is currently developing the creative work. It is thought to be based around the idea of “cleaning up”. The deal was negotiated with ITV through John Ayling Associates, which handles the company’s media account, and WARL.

The deal is thought to be part of a strategy to build on Jeyes’ heritage as a traditionally British brand and to make it more contemporary.

The company has been investing in new product development over the last year. In November, it launched Bloo Fusions, a premium range of liquid toilet rim cleaners that use a clear liquid detergent and a fragrance gel. It is investing £1m in the launch (MW November 16). Earlier last year, it also invested in its Parazone brand, with the launch of a no-spill variant, and extended the Jeyes Fluid brand with a range of outdoor cleaning products (MW September 25, 2005).

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

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