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Sundance Channel is expanding the scope of its branded entertainment and sponsorship business, looking beyond luxury automotive and liquor dollars to the consumer packaged goods category. The Rainbow Media network signed Clorox’s Green Works and Brita brands as co-presenting sponsors of its newest original series, The Lazy Environmentalist, which leads off Sundance’s eco-friendly Tuesday program block, starting June 16.
In a tidy bit of synergy, series host Josh Dorfman is a spokesman for Brita’s FilterForGood campaign, which encourages consumers to reduce their plastic water-bottle use.
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