Good Natured agrees ethical TV advertising deal

by Alison Donnelly Marketing 21-May-08, 15:00

LONDON - Juice brand Good Natured has signed a deal with Viacom Brand Solutions, the sales house for MTV, VH1, Nickelodeon and Paramount Comedy, to be part of a socially ethical ad campaign on Nick Jr.

The brand, which claims it sources fruit only from farms with sustainable management practices, will be part of the channel's ‘Force for good' initiative, which offers to match pound for pound the advertising investment of organisations whose products or services promote social good.

The Good Natured deal is the third of 10 expected this year under the initiative. The TV spots will run on Nick Jr during popular preschool show Dora the Explorer.

The campaign, created and planned by VBS, will target mothers, promoting the drinks brand as a healthy fruit juice option for children and a responsible choice for environmentally aware families.

VBS is expected to strike further deals this year with a range of brands promoting pro-social products such as healthy children's food, energy-efficient and recycled products.