The brand, owned by GlaxoSmithKline Consumer Healthcare, will replace current sponsor DFS when the show, presented by Holly Willoughby and Phillip Schofield, returns to screens early next year.
GSK Consumer Healthcare UK marketing director Carol-Ann Stewart says the sponsorship is “a strong natural fit” for Macleans. “Macleans is all about giving people confidence in social situations, and in 2010 the sponsorship of Dancing on Ice will allow us to build on this platform because performing on ice is certainly all about confidence,” she adds.
Earlier this year GSK said it was working on differentiating its Macleans and Aquafresh brands and would revamp the former to develop a premium positioning while Aquafresh would be more family focused.
The last series of Dancing On Ice drew average viewing figures of 9.3 million, an audience share of 34.6%. The final attracted a peak of 11.3 million viewers, a 43% audience share, according to BARB.
The sponsorship package will include online, mobile, interactive, licensing and in-store initiatives, alongside the on-air credits. The sponsorship creative is being developed by Grey London.
The deal was negotiated by ITV sponsorship manager Yan Li and MediaCom Beyond Advertising’s Louise Brown.