The high-profile tie-up is indicative of parent company PZ Cussons' shift of its marketing spend toward branded entertainment rather than simply booking commercial spots.
Earlier this year, Imperial Leather sponsored Living TV's Britain's Next Top Model. Its products appeared on the show and Imperial Leather eventually signed up contestant Sophie Sumner to be the face of its new Skin Bliss shower-lotion range.
Caroline Reynolds, senior brand manager for Imperial Leather, said: 'Since our success with the Skinbliss and Britain's Next Top Model partnership earlier this year, we've been keen to explore other branded entertainment links.'
The opportunity to celebrate the 50th anniversary of Coronation Street, the UK's longest-running prime-time TV drama, as a 'Best of British' partner was a 'fantastic' way to do this, she added.
Coronation Street has also signed up its TV sponsor Harveys and bread brand Warburtons as partners for the 'Best of British Brands' push, which is intended to feature a slate of the UK's most loved products spanning FMCG and grocery products. More promotional brands will be announced later this year.
Corine Pouvreau Miles, director of promotions and new business at ITV Studios Global Entertainment, said: 'This is the perfect pairing of the nation's favourite soaps, through what will be a highly visible and compelling promotional partnership.' She added the campaign will involve a 'spectacular' calendar of promotional activity.
Imperial Leather will be able to use the Coronation Street 50th Anniversary branding on products and in marketing. It will support the tie-up across print advertising and promotions, as well as the limited-edition products themselves.
ITV announced plans to tie up with five 'Best of British' brands for the anniversary last year. At the time, it said the partners would be encouraged to work together to create cross-selling opportunities.
.jpg)
.jpeg)
