Gossip Girl takes on fragrance brand

by Media Week, Media Week 04-Mar-08

Beauty company Guerlain is to sponsor ITV2's new US sitcom Gossip Girl, promoting its Insolence fragrance.

Guerlain's Insolence ad campaign will appear as an opening ad during
breaks and as a closer to the show.

The deal was negotiated by ITV's customer relations team and Jon
Marchant at Team UK Media.

Stephane Euzen, Guerlain's UK marketing director, said the deal would

help the brand to reach a younger audience and stand out in the
competitive fragrances market.

The deal follows the signing of Toblerone for ITV1's Pushing Daisies,
expected to be a key part of ITV1's upcoming schedule.

Meanwhile, ITV has also secured sponsorship from Nivea Deodorant for
Rock Rivals, which starts airing this week.

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