Cif to put £1.5m behind link with 'cleaning' show

April 01, 2004

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Cif to put £1.5m behind link with 'cleaning' show

Lever Faberge's Cif is to sponsor the third series of Channel 4's How Clean Is Your House?, and is backing the deal with £1.5m of marketing activity.

The show, presented by Aggie MacKenzie and Kim Woodburn, returns on April 28 for a 10-week run. It is the first time the show has been sponsored.

Cif will showcase all three of its sub-brands - Cif Cream, Cif Oxy-Gel and Cif Bathroom - in the sponsorship. Three separate programme credit executions are being created by Mustoes to show the versatility of the brand around the house.

The deal was negotiated between Channel 4 and sponsorship specialist Malcolm Grant Associates.

Press and radio advertising will support the sponsorship, alongside dedicated roadshows, on-pack competitions, door-drops and in-store promotions.

The deal marks Cif's second use of TV sponsorship. Last May it agreed a 12-month six-figure deal to sponsor UK Style's daytime homes schedule to showcase its Oxy-Gel product.

Topics

Marketing