Sara Lee air freshener brand Ambi Pur Car has signed a deal with Five to sponsor its flagship motoring show, Fifth Gear. The series kicks off next week, marking the start of a £1.4m push for the brand.
The Fifth Gear sponsorship will run over 8 weeks and will encompass repeats on digital channels Fiver and FiverPlusOne.
A series of idents of varying lengths, created by Joshua G2 and produced by Mendoza films, will appear during the hour-long show, which is aired on Monday evenings at 8pm.
Last year the programme was sponsored by moneysupermarket.com and prior to that, Lloyds TSB Motor Insurance.
Following the Fifth Gear run, other elements of the push will include radio show sponsorship and experiential activity at the British Touring Car Championship and shopping centres around the country.
Ambi Pur Car is looking to change perception of the brand and its fragrance range and emphasise that it is made with real perfume essences. The campaign aims to raise its profile and underline its quality positioning, in line with Ambi Pur’s line of household air fresheners.
Earlier this year, Sara Lee invested heavily in an integrated marketing push behind a launch in the Ambi Pur household range, Ambi Pur 3volution. The product uses a plug-in dispenser to alternate three different fragrances.
The company also put £6m behind the launch of Ambi Pur Puresse, an allergen reduced version. The campaign, which ran toward the end of 2007 was also created by Joshua G2 and included television cinema and press advertising.