The package, the first TV sponsorship for the Johnson & Johnson Junior brand of bath-time products, begins on August 14 at 6pm. A 40-second "bath-time song" about a "shampoo hairdo" promoting Johnson's Junior will feature during the ad breaks.
Created by Viacom Brand Solutions, the sales house for Nickleodeon, MTV and VH1, the activity is designed to help parents make their children's bath-time more fun. This partnership extend to online with a Johnson's Junior bath-time microsite from the Nick Jr website.
Amanda Southgate, TV group controller at Initiative, J&J's European media agency, said: "Nick Jr is the perfect environment for Johnson's Junior. Their expertise and knowledge of mums with kids have enabled us to create a fun campaign allowing our target to be immersed in the brand."
VBS head of partnerships, Daniel Salem, said: "This again demonstrates how VBS works creatively with clients to develop bespoke on-air solutions."
J&J has a global adspend of an estimated £320m. Earlier this year, it was thought the baby products and bodycare giant would be reconsidering its media and advertising business held by Initiative and Lowe Worldwide respectively.
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