Toilet freshener brand Jeyes Bloo is to sponsor ITV’s daytime DIY programme ’60 Minute Makeover’.
The programme will begin its new 42 show run from 26 March, with a series of idents for Bloo having been created by WARL.
Activity will also include QR codes being place on-pack, driving consumers to a free prize draw that will be promoted through digital banners, Facebook and a dedicated microsite.
The competition winner will receive fresh flowers for a year.
The idents will include 15-second versions, 10-second break-bumpers and five-second closing credits, to promote the brand’s new Bloo Flowers range. The endline ‘a beautiful way to release the colour’ will also feature.
Jayne Hazlewood, marketing director for Jeyes, commented: “We are delighted to be associated with 60-Minute Makeover. It is a deservedly well-loved feature on ITV’s schedule and – as a programme which focuses on home improvement and style – is a perfect match for Bloo. This sponsorship gives us a wonderful opportunity to present the special features of Bloo Flowers and Bloo Acticlean, which we know are of interest to women who love style and design, to the show’s many fans.”
The sponsorship was negotiated by media agency John Ayling & Associates.