Fresh off the heels of its biggest brand partnership and activation to date, Roku teamed up with three consumer packaged goods brands for shows from Roku Originals.
Coca-Cola, Henkel and Scotts have all signed on as sponsors for three original shows: Emeril Tailgates, Children Ruin Everything and Martha Gardens.
“It’s been interesting to see, especially given the challenges with CPG as a category this year, how much that vertical has leaned into wanting to test with Roku Originals, all in their own different way,” Katina Papas Wachter, Roku’s head of ad revenue strategy at The Roku Channel, told Adweek.
For Roku’s head of original content David Eilenberg, who joined the company earlier this year, lifestyle content made sense for these partnerships.
“It’s a category that has a lot of affinity for advertisers, sometimes in super obvious ways, sometimes less so,” Eilenberg said.