Johnson & Johnson Vision Care targets young, aspirational female audience with E! partnership

Johnson & Johnson Vision Care has teamed up with fashion and entertainment broadcaster E! Entertainment Television to showcase the benefits of its 1-Day Acuvue Define range.

The sponsorship deal, which runs from July until December 2015, sees the two brands join forces for a range of initiatives including a search for the first ‘E! Host UK & Ireland’.

The partnership seeks to highlight 1-Day Acuvue Define’s eye-enhancing properties and educate the channels young, fashion-forward, female audience about the benefits of the brand.

Marcella McParland, Johnson & Johnson director of personal affairs, UK and Ireland, said: “Teaming up with E! is the perfect way for us to reach affluent, trend-setting young women who may not have heard about new 1-Day Acuvue Define. Whether they are experience wearers or contact lens considerers, discovering the product’s natural eye-enhancing benefits is sure to inspire many of them to visit their local optician for a free trial.”

Nicky Douglas, managing director, UK, at E! Entertainment Television’s parent company NBCUniversal International Networks, commented: “E! is a great sponsorship proposition for brands wanting to reach the young, aspirational female audience whose fingers are firmly on the pulse of popular culture.”

GroupM Primus negotiated and secured the deal with Sky Media and E! and will be facilitating and managing the forthcoming sponsorship.

GroupM Primus account director, Christopher Glancy, added: “This deal realises a fantastic opportunity for Acuvue Define to align with E! as a leading authority in fashion and entertainment content…with the additional layers of the E! Host UK & Ireland as well as New York and London Fashion Week coverage it sees a genuine 360 degree partnership across TV sponsorship, promotional elements, digital and experiential.”

1-Day Acuvue Define will also sponsor some of E!’s most popular programmes including E! News, Rich Kids of Beverly Hills and The Soup under the terms of the deal.