Nivea, the Beiersdorf-owned skincare brand, is to become the new sponsor of ITV1's flagship daytime show This Morning starting next week.
In a seven-figure deal brokered by Carat with ITV Commercial, Nivea will take over from the Mars-owned pasta sauce Dolmio.
The sponsorship package includes broadcast, online, interactive, mobile and licensing activity, under the strapline: "Making life a little easier."
Sponsorship credits have been created by TBWA\London and use the line: "Nivea: feel closer."
Nivea is looking to build an association with This Morning's predominantly female audience. The show first aired 22 years ago and is currently hosted by Phillip Schofield and Holly Willoughby, with Eamonn Holmes and Ruth Langsford fronting the programme on Fridays.
Kirsten Gillard, the deputy sponsorship controller at ITV, said: "The duration and consistent scheduling [of This Morning] will act as the perfect platform for Nivea."
Nicolo Pome, the marketing director at Beiersdorf, said: "The sponsorship provides a great opportunity to engage consumers with our 'feel closer' platform, tapping into the emotional connection the show has with UK women."
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