Jeyes has signed up to sponsor ITV1’s police drama The Bill and will use the sponsorship to relaunch its toilet block brand Bloo.
The company is seeking to boost sales of Bloo with its new creative for credits and break-bumpers, which have been developed following research that shows consumers want products that give a “just-cleaned” appearance to their lavatories.
The Bloo range has also been expanded and redesigned to reflect consumers different perceptions of “freshness”, which for some means a fresh colour, and for others a fragrance or foam.
Three new fragrances are now on sale joining the existing two in packaging created by agency Made You Look.
The new creative for the Bill spots has been developed by incumbent agency WARL, which originally negotiated the sponsorship package for the brand. The spots are a mix of 15, ten and five second films featuring different actresses for each fragrance.
WARL is also developing a new television advertising campaign for the brand set to run in the Autumn.