J&J Dips Into ‘The Lake’

NEW YORK TheWB.com has signed on Johnson & Johnson’s Clean & Clear as the sponsor of its new teen drama The Lake in what sources said is a six-figure deal.

The Lake was launched by production firm Generate, which specializes in reaching the millennial market. Generate was founded by CEO Jordan Levin, the onetime head of the defunct WB network. The recently launched site is essentially a Web reincarnation of the old network.

The Lake features four young adults spending a summer at the fictional resort spot Lake Eleanor. The new show, which went live on Monday, is directed by former Beverly Hills 90210 star Jason Priestley.

Clean & Clear ran 15-second pre-roll ads prior to The Lake’s first 11-minute episode, as well as banner ads and sponsorship messaging throughout the show’s complementary content on TheWB.com.

Nielsen Business Media