Pond's Ponies Up for 'Starter'

NEW YORK USA Network’s ad sales team is adding a new wrinkle to its upcoming miniseries The Starter Wife, signing the Unilever Pond’s skin care brand as the exclusive presenting sponsor of the six-hour Debra Messing vehicle.

Per the terms of the deal, Pond’s products will be integrated into the narrative, and the brand will be included in all show marketing efforts, including on-air and online promotions.

Pond’s also plans to organize a nationwide search for five women who embody what it characterizes as “the Pond’s brand of grown-up beauty.”