Highland Spring strikes product placement deal with ITV1's Dancing on Ice
Bottled water brand Highland Spring is to be featured within popular ITV1 entertainment show Dancing on Ice following a deal with ITV Commercial. The deal, negotiated by ITV Commercial and Spirit Media on behalf of Highland Spring, includes the use of Highland Spring branding throughout the filming of Dancing on Ice. Speaking of the deal marketing manager for Highland Spring Claire Wilson said: “Dancing on Ice is prime time family viewing so it’s a perfect fit for Highland Spring. It is also strongly aligned with our commitment to promoting the benefits of a healthy active lifestyle, inspiring people to get on the ice and have some fun. Highland Spring branding will be visible around the official training rink and glass bottles will feature on the judges’ desk throughout the series which launches this Sunday (6 January). Jason Spencer, business development director, ITV, added: “We are thrilled to be working closely with Highland Spring to deliver ITV’s first product placement agreement for our entertainment format Dancing on Ice. “As part of more strategic partnerships going forward, we hope to pioneer new ways to provide our advertisers with solutions that sew them deeper in to our content and multiplatform solutions.” The partnership will be supported by a licensing agreement as well as additional consumer and trade marketing activity.