The sponsorship deal is to drive awareness of the launch of the brand’s new Bodyform Natural range and boost the brand’s appeal to the female youth market.
Bodyform Natural includes natural extracts of Camomile and Aloe Vera, which the brand claims is a first within the UK market.
The sponsorship launches today (Tuesday 12th January) at 10pm when series five of the programme airs on MTV and will run throughout 2010.
Idents will run before and after the show and commercial breaks within the programme and feature six pairs of best friends talking about issues that affect young women such as love to bad habits.
Twenty-four executions of the idents using the strap line “Bodyform Natural, there for you. Totally” have been created by Duke and Firelighter and will run throughout the series.
The idents are inspired by The Hills reality series, which is a ‘scripted reality’ show following the lives of a group of young friends living in LA.
The sponsorship deal was negotiated by Carat Sponsorship, and is the first phase of a £1m marketing drive to support the new Bodyform Natural product line.
A digital, print and PR campaign will sit alongside the TV sponsorship to drive awareness and consumer trial for Bodyform Natural.
Julia Kretova, Bodyform brand manager, says: “We are really excited about the sponsorship of The Hills series. It is a great association for the brand as it builds very firmly on the brand values of positive femininity, confidence and self-assurance. We expect viewers to connect with the characters in the series and this should emphasise Bodyform’s understanding of its core target market of young women.”