Unilever’s VO5 Extreme Style has today announced the renewal of its partnership with Bauer Media, to promote FHM’s campaign to discover the ‘100 Sexiest Women in the World’.
A multi-platform campaign will run across print, TV, online, radio, retail and social media platforms, before the FHM 100 Sexiest Party in May 2013.
The six figure investment in marketing will include a digital campaign to drive people to vote on FHM.com and also enter the exclusive competition to win a date to the 100 Sexiest Party via FHM’s Facebook hub.
Rimi Atwal, publishing director, said: “There is a fantastic synergy between the FHM and VO5 brands and we are proud to be continuing our partnership, building on last year’s record-breaking promotion. The 100 Sexiest franchise is a unique and powerful FHM sub-brand and our enhanced social media campaign this year will ensure it resonates with more mainstream men than ever before.”
This year’s deal was brokered by Rob Walsh and Lydia Dewdney-Pala at Bauer Media, Richard Whitty and Joe Assheton at Unilever and Shan Magnusson at Mindshare.
Assheton, assistant brand manager at VO5, added: “We are delighted to be partnering with FHM and their 100 Sexiest campaign for a third year. The partnership provides a great platform for us to engage with our guys; by co-creating great content, introducing our new Extreme Style shampoos and even giving them the chance to accompany one of the sexiest women in the world to the legendary 100 Sexiest Party.“
A TV and radio campaign in April will countdown to the reveal of the Top 100.