TheWB.com has signed on Johnson & Johnson’s Clean & Clear as the sponsor of its new teen drama The Lake in what sources say is a six-figure deal.
The Lake is the product of the production firm Generate, which specializes in reaching the Millennial market. Generate was founded by CEO Jordan Levin, the one-time head of the now 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 (Aug. 10) is being directed by former Beverly Hills 90210 star Jason Priestley.
Clean & Clear is running 15-second pre-roll ads prior to The Lake’s first episode, which runs roughly 11 minutes, as well as banner ads and sponsorship messaging throughout the show’s complementary content on TheWB.com.