Jeyes, the hygiene and household cleaning products company, has signed up as the sponsor of ITV1’s prime time police drama, The Bill.
In March the company will replace The Co-operative Bank and Co-operative Insurance Society, which sponsored the show for two years until the deal ended in December. The deal was thought to be worth £4m when it was signed at the end of 2004 (MW November 11, 2004).
It is understood that the Jeyes sponsorship, which will run until the end of the year, will feature four brands, Parazone, Bloo, Wet Ones and Jeyes Fluid, but also aims to update the overall Jeyes corporate brand.
WARL, which handles the Jeyes account, is currently developing the creative work. It is thought to be based around the idea of “cleaning up”. The deal was negotiated with ITV through John Ayling Associates, which handles the company’s media account, and WARL.
The deal is thought to be part of a strategy to build on Jeyes’ heritage as a traditionally British brand and to make it more contemporary.
The company has been investing in new product development over the last year. In November, it launched Bloo Fusions, a premium range of liquid toilet rim cleaners that use a clear liquid detergent and a fragrance gel. It is investing £1m in the launch (MW November 16). Earlier last year, it also invested in its Parazone brand, with the launch of a no-spill variant, and extended the Jeyes Fluid brand with a range of outdoor cleaning products (MW September 25, 2005).