Dylon has launched its first TV sponsorship campaign on entertainment channel TLC and lifestyle channel Home & Health for a six-figure sum.
The six-month deal was negotiated by Vizeum UK and targets the washing aid and colour change brand’s female target audience with sponsorship on afternoon programming such as Say Yes To The Dress, Four Weddings UK and Homes Under the Hammer.
Athena Clements, creative solutions executive at Vizeum, said: “TLC and Home & Health provide the ideal platform to reach the brand’s core target audience of traditional housewives and children, along with 16 to 34-year-old women.
“Not only this but the channels’ diverse range of programming perfectly mirrors Dylon’s portfolio of brands and offers a range of opportunities to run bespoke content that showcases the quality of the products.”
The campaign’s eight 10” idents were produced by Discovery Creative London and Herezie.