News
Johnson & Johnson to sponsor Nick Jr’s Bath-Time Hour
07.08.2006DATE – Johnson & Johnson has signed a deal with Viacom Brand Solutions (VBS), the sales house for the Nickelodeon, MTV, VH1 and Paramount channels, to promote its Johnson’s Junior range of bath-time products through sponsorship of a new ‘Bath-Time Hour’ on Nick Jr. This is the first ever TV sponsorship for the Johnson’s Junior brand of Johnson & Johnson.
Bath-Time Hour launches on Monday 14 August and will broadcast from 6pm to 7pm. VBS has created a 40-second bath-time song about a shampoo hairdo promoting Johnson’s Junior, which will run in commercial airtime during the hour.
The activity is designed to help parents make bath time ‘fun time’ for their children, encouraging them to spend quality time together before bedtime. This partnership will be extended into online with a Johnson’s Junior bath-time microsite - the first ever for Johnson’s Junior - off the Nick Jr website.
Amanda Southgate, TV group controller at Initiative, said “Nick Jr is the perfect environment for Johnson’s Junior. Their expertise and knowledge of mums with kids have enabled us to create a fun campaign allowing our target to be immersed in the brand ”.
VBS head of partnerships Daniel Salem added: “Launching the Bath-Time Hour and song not only makes bath time even more fun for kids, but again demonstrates how VBS works creatively with clients to develop bespoke on-air solutions.”
The deal was negotiated by VBS partnership director Justin Stephenson and Initiative TV group controller Amanda Southgate.
