Bodyform sponsors The Hills on MTV and Viva

Wednesday, 13 January 2010

To support the launch of its latest range; Bodyform Natural, Bodyform has signed a major new sponsorship deal of The Hills series five on MTV and Viva Channel.

The sponsorship aims to bolster Bodyform's appeal to the youth market and drive awareness for its unique, new liner product; Bodyform Natural, which includes natural, soothing extracts Chamomile and Aloe Vera, a first within the UK liner market.
The sponsorship, which will run throughout 2010, commences with the launch of the fifth series on MTV, at 10pm on Tuesday 12th January.

During each show, Bodyform idents of 1 x 10" opener, 2 x 5" in and out of break and 1x 10" end of show, will feature real life best friends talking about everything from love to bad habits.

Twenty four varieties of the idents have been created by Duke and Firelighter and will air across the season, featuring six pairs of best friends who will each star in four varying idents.

Inspired by The Hills reality series, which is a ‘scripted reality' insight into the lives of a group of young, trendy friends living in LA and taking a cue from the natural nature of the product, the idents reveal a snippet of casual chat between best friends. The strap line ‘Bodyform Natural, there for you. Totally' features in each ident.

Being first to market with the innovative liner, Bodyform will invest approximately £1million in marketing spend. An extensive digital and print campaign will sit alongside the TV sponsorship to drive awareness and consumer trial for Bodyform Natural. A national PR campaign will also work to amplify the message.

Source: Bodyform

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