Unilever will use the show’s launch in more than 100 countries to introduce a global coordinated marketing strategy across its brand portfolio.
The Dove and Persil owner is working with Twentieth Century Fox Television Distribution, Fox Broadcasting Company, FOX One, 20th Century Fox Television and FOX International Channels, to promote specific products to a broader audience.
Ads for the deodorant Sure in the UK, Degree in the US and Rexona everywhere else will run alongside the series when it airs in March.
Unilever will also sponsor the ‘Touch’ international media tour and worldwide premier along with financing a media strategy that spans Europe, Asia, the US and Latin America.
Exclusive content from the show will be presented by Unilever products online, while a Facebook page has been set up to generate buzz around the show.
The new venture will allow the company to speak to more demographics, according Luis Di-Como, senior vice president of global media at Unilever.
“This type of sponsorship enables us to connect and engage consumers with one of our billion-euro global brands – Rexona, Degree in the U.S. and Sure in the UK – with one culturally relevant content platform.”
Fox One, News Corp’s integrated sales and marketing division worked with Unilever for more than a year to develop the sponsorship deal.