Avon Colour, Avon Cosmetics' flagship brand, will feature on credits for ITV1's 'Footballers' Wives' and ITV2 spin-off show 'Footballers' Wives Extra Time' this spring.
Avon's marketing agency Brave has created 18 break idents featuring a fictional married couple, Lisa and Dan, and Lisa's mischievous single friend Jade.
Sarah Riggens, group brand manager of make-up and skincare at Avon, said: "'Footballers' Wives' is one of the most-talked-about shows in the country, allowing viewers to become involved in the trials and tribulations of outrageous lifestyles where everybody looks fabulous."
She added: "Our sponsorship of Footballers Wives forms part of an integrated marketing campaign for the Avon Colour brand, which is also taking in links on the official 'Footballers' Wives' website."
The online part of the campagin will feature links on the 'Footballers' Wives' , online competitions and media activity with the show's make-up artist.
The deal was negotiated by Adam Bishop at Starcom+ and Kevin Giles, sponsorship and branded content executive, at ITV Sales.
Last year, ITV bagged lipbalm brand Softlips as its official sponsor and 2004 saw Scottish Courage's Californian chardonnay brand Bliss aligned to the series.
The partnership with 'Footballers' Wives' carries on from Avon's first TV ad campaign in 40 years last year, starring former 'EastEnders'' and 'Hotel Babylon' actress Tamzin Outhwaite.
Avon was established in the US in 1886 and became the world's leading direct selling company with an annual turnover of $7.7bn. Today, Avon sells in 143 countries through 4.9m independent sales representatives.
The fifth series of 'Footballers' Wives' will return to ITV primetime this spring with original characters Tanya Turner, played by Zoe Lucker, and Amber Gates, played by Laila Rouass, starring alongside new guest star and former 'Dynasty' actress Joan Collins, who joins the cast as Eva de Wolffe, a ruthless magazine publisher with a sharp tongue.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
